Family matters. But apparently, performance matters more. (This horrible joke will make sense in a second.)
MNTN, the performance CTV adtech company, has rolled out new upgrades to QuickFrame AI, its AI-powered video creation platform designed to help brands produce professional-quality video ads more easily.
The updates include improved reuse of products, characters, and locations across videos, along with new “director-level” controls that let advertisers fine-tune how products appear, how characters move, and how scenes and shots are styled. MNTN also says enhancements to its “orchestration layer” will help AI generate scenes with an understanding of pacing, narrative continuity, spatial relationships, and visual context.
To celebrate the upgrades and shine a brighter spotlight on QuickFrame AI — which launched in beta last year — the company is also partnering with Jaleel White, best known for playing Steve Urkel on Family Matters, on a new “Did AI Do That?” ad campaign. (This has Ryan Reynolds’ fingerprints all over it, no?)
Why This Matters:
QuickFrame is squarely aimed at MNTN’s core customer base: SMBs and mid-sized businesses. According to the company’s 2025 S-1, 92% of MNTN’s performance TV revenue came from SMBs, and 86% of that was driven by mid-sized advertisers. For that audience, creative production is often the biggest barrier to running CTV campaigns. QuickFrame is designed to lower that barrier by making high-quality video faster and easier to produce, without the time, cost, or resources typically required for polished TV ads.
That matters as SMB interest in CTV accelerates. A 2025 State of SMB TV Advertising report estimates total CTV ad spend at $33 billion and found SMB adoption of CTV grew 45% year over year, with SMBs shifting roughly 15–20% of their digital budgets into the channel.
QuickFrame also isn’t limited to TV. Assets created on the platform can be exported directly into MNTN, as well as TikTok Ads Manager, Meta Ads Manager, and Google Ads Manager, extending its utility across social and digital video channels.
Experts React:
It’s not often we can say, “Here’s Jaleel White explaining an adtech thing.” But… yeah, here’s Jaleel White explaining QuickFrame AI:
Our Take:
An interesting marketing battle is taking shape in the performance CTV space. MNTN is leaning into a more polished, product-forward approach, while competitor Vibe.co is going in the opposite direction, it seems, with a louder, more viral, X-infused strategy centered on its brand. Either way, the category certainly isn’t boring right now — especially when you add in moves like Pinterest’s recent acquisition of TVScientific.
