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Advertising software company MNTN just launched a spot announcing a new platform "that transforms the way brands connect with their audiences on television" — and it stars none other than its Chief Creative Officer Ryan Reynolds.
An 85-second spot led by the Deadpool star and created by his advertising agency Maximum Effort explores the first-ever commercial broadcasted on television, dating back to July 1, 1941.
The historical spot came from none other than the watch company Bulova, changing the world of advertising forever.
"America runs on Bulova time," the black-and-white spot stated.
Today, MNTN is partnering with the trailblazing brand, with Reynolds inviting Bulova VP of Marketing Patty Schmoyer over to talk about how to top what it had made nearly a century ago.
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Within 30 seconds, Reynolds introduces "MNTN Matched," a new way for brands to find their ideal TV audiences, powered by AI.
Through the tech, brands can build a personalized keyword-based audience, to which they can add or remove, just like in paid search.
After this, MNTN Matched scores the keywords and categorizes viewers in 99% of U.S. households to figure out which are most likely to act on an ad.
Following Reynolds' explanation accompanied by engaging vector animation, Schmoyer praises his abilities.
"Well, I did rehearse a lot," the CCO responds.
The advert ends with the VP correcting Reynolds, as she was actually referring to MNTN Matched.
On MNTN Matched
According to a press release, the innovation from MNTN consistently delivers two times higher return on ad spend, with features that enable brands to bring the precision of search and social media advertising to TVs.
"These big brands have previously dominated TV, they just literally broadcast their ads out and spent tons of money," MNTN President and CEO Mark Douglas explained in an interview with CNBC.
"The key is, they (small and medium businesses) don't have massive budgets, so we literally have to pick the consumers that are going to potentially love these products. And that's what MNTN Matched does," he added.
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Douglas shares that early adopters of Matched, like Onewheel and HexClad, displayed confidence by scaling their investment following significant gains using the platform.
Onewheel VP of ECommerce Eric del Valle confirmed this, expressing how MNTN Matched has allowed the brand to discover and focus on its most valuable customers.
Since its implementation, its performance in just the last three months has skyrocketed to 15 times higher return on ad spend Year-over-Year.
"The customers exposed to Onewheel through MNTN commercials stay on our site over twice as long as those who come via other prospecting channels," he explained.
MNTN acquired Reynolds-owned Maximum Effort in June 2021, bringing in the famous actor as CCO.
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