“Good” creative: is it an art or a science? Turns out, it’s a bit of both. The case for creative variation is clear: more creative equals less ad fatigue, which equals more viewer engagement and, ultimately, better performance. This MNTN...

June 21, 2023

Students don’t usually return to classes until August or September, but research indicates that some consumers start on their back-to-school (BTS) shopping as early as May or June. And purchases really ramp up in July and August. Last year’s BTS...

June 16, 2023

Few letters have ever been as buzzworthy as “A” and “I” have been this year. In what felt like an overnight transition, generative AI could suddenly be found everywhere—assisting our web searches, writing copy, designing images, powering our music playlists,...

June 15, 2023

It’s that time of day again. You’ve just finished a day of work and are sitting down with your family to watch your favorite streaming show (or maybe a movie you promised your significant other you wouldn’t watch without one...

June 13, 2023

If 2022 was the year that all the major streaming services joined the ranks of the ad-supported, 2023 is shaping up to be the year we see the effects of those moves. This year, AVOD services are expected to gain...

June 8, 2023

Did you know marketers can measure performance metrics on TV ads now? If you’re already on MNTN Research, there’s a solid chance you already knew. If you didn’t know, then we’re so glad we get to be the ones to...

May 24, 2023

People love to say Gen Z is addicted to their phones. But let’s be real: every generation gets a little overly attached to their digital devices, whether it’s Millennials in the golden age of the Nokia 3310, or Gen Xers...

May 18, 2023

Upfronts and Newfronts season sets the tone for the rest of the year for TV advertisers. And this year, the big story is all about Connected TV. Advertisers say they plan to allocate 40% of their 2023 budgets to CTV,...

May 16, 2023