Advertising has informed trends, shaped the cultural zeitgeist, and has boosted both brand equity and profits, but what about its impact on the environment? A new sustainability study conducted by IPG’s Magna Media Trials with Oracle explores the relationship between...

September 22, 2023

In past MNTN Research articles, we’ve discussed the benefits of producing User-Generated Content (UGC), or content that mimics the style of UGC, but shot by a video professional.  A report from Stackla a few years back found that UGC had...

September 19, 2023

The Halloween season might be spooky, but advertisers don’t need to hide in fear. Consumers continue to go all out for the holiday —  and they’re spending more than ever before.  Key Insights: Halloween 2022 Spending Rebounded to Pre-Pandemic Levels...

September 18, 2023

This summer’s Cannes Lions International Festival of Creativity once again sent marketers home with new themes, topics, and insights to unpack. One key highlight this year was the value of distinctive branded assets. Devika Bulchandani, Global CEO at Ogilvy and...

September 6, 2023

For years, streaming services have operated at a hyper-growth stage. The major media companies that own these services were willing to operate them as loss leaders, driving up subscription numbers in a bid to dominate more of the market share...

August 30, 2023

You’re on your way out the door for your OOO, so you probably think you’re off the hook for holiday campaign planning. It is only summer, after all. But Q4 will be here before you know it—and the research says...

August 10, 2023

If the Tortoise and the Hare taught us anything, it’s that the old adage is true: slow and steady wins the race. In Connected TV, as in anthropomorphic animal racing, steady effort drives big results.  A comprehensive study of our...

August 9, 2023

Launching your first Connected TV campaign might have you feeling a little Veruca Salt-y: don’t care how, you want results now. So MNTN Research analyzed MNTN’s first-party data to find steps that you can take to make the most of...

July 24, 2023