Yes, MNTN Research is all about Connected Television, but that doesn’t mean we’re disconnected from what CTV’s distantly related cousin – social video – is up to. Because as much as everyone’s talking about CTV, marketers are equally excited by...

March 31, 2023

What is Market Fragmentation? Marketing fragmentation is the concept that, as a market grows in popularity and scope, it eventually breaks into various and diverse segments to serve distinct customer groups. In this market, no single company or organization has...

May 18, 2022

Back-to-school (BTS) retail sales are projected to hit $85.42 billion in 2026, a 3.3% year-over-year increase that signals a return to discretionary spending after a more cautious 2025. But the season looks different than it used to: the shopping window...

May 11, 2026

Summer can mean relaxation and downtime for many people, but for advertisers looking to carry momentum into H2, it should mean the opposite. From shifting consumer habits to cultural events commanding massive audiences, this summer in particular will be packed...

April 17, 2026

Love them or loathe ‘em, Generation Z is shaking things up.  As the first digitally native generation, they’ve grown up with the internet and smartphones, spending their days shifting between screens, apps, and devices to seek, inform, and build their...

December 16, 2025

With subscription fatigue on the rise as budgets tighten, viewers are turning to streaming bundles for better value and variety. In fact, nearly half of streamers say they’re more likely to maintain bundled subscriptions over individual ones — and the...

August 22, 2025

Attention has become digital advertising’s most valuable currency — and Connected TV is leading the charge. According to attention metric data from the analytics firm Adelaide, CTV has outpaced both online video and display by a wide margin, with attention...

July 3, 2025

You’ve likely read about Connected TV’s high average completion rate and how it complements second-screen viewing behavior. But what about its effect on web traffic and user engagement? If you’re an avid MNTN Research reader, then you’re already well acquainted...

December 9, 2024