MNTN, an AdTech firm specializing in performance advertising for connected TV (CTV) launched Creative-as-a-Subscription (CaaS), allowing brands to access custom-made TV ads.

CaaS would allow brands to collaborate with MNTN’s partner ad agencies and production firms or use the service of noteworthy agencies known to the brand. Brands that spend a significant amount could have the ad production done by Maximum effort, a digital marketing agency founded by actor Ryan Reynolds and George Dewey, which was acquired by MNTN in June 2021.

According to the firm, the service provides a cheaper and faster alternative for creating custom TV ads, where the service is bundled along with a brand’s advertising spend—avoiding production costs.

MNTN is a CTV performance advertising firm that provides a self-service platform allowing brands and agencies to place ads on premium, ad-supported shows streamed via smart TVs and over-the-top (OTT) devices. The platform includes solutions for 1) targeting customers via Oracle Data Clouds audience segments, 2) retargeting ads to visitors to the websites of premium networks, and 3) attributing and measuring the performance of advertising campaigns via the MNTN platform as well as Google analytics. MNTN’s subscribers include Coach, Swatch, Herman Miller, and Montblanc.