MNTN: television remains the most powerful advertising platform despite the rise of streaming
The CEO of ad platform MNTN says TV remains the most powerful entertainment channel. Streaming services are opening TV advertising to new companies, AI tools ar
CEO Mark Douglas of MNTN hurries to disabuse investors and experts: television is not dying, it is evolving.
TV remains the most powerful channel
Douglas insists: television is the most powerful entertainment medium on the planet. Despite the rise of streaming and audience fragmentation, it is TV that sells products and shapes culture. Homes with televisions watch for more than three hours a day, which gives advertisers scale that is difficult to achieve on other channels.
Streaming opens new doors
Here is the paradox: streaming does not kill TV advertising, it develops it. Platforms like YouTube TV, Hulu Live, Amazon Prime Video integrate digital tools into the traditional format. This allows small and medium-sized companies, which previously could not afford TV budgets, to finally reach this channel.
- Small e-commerce companies can now test TV campaigns with smaller budgets Local businesses receive geolocation targeting Startups can measure ROI in real time, like in digital advertising ## AI reduces production costs One of the main barriers is the cost of creating video for TV. Douglas notes that AI tools for video production reduce this cost by 70-80%, allowing companies to prototype and experiment faster. Instead of a month and tens of thousands on production, a week and affordable pricing.
"This is a turning point.
For the first time in history, you don't need a huge studio and a huge budget to reach television."
World
Cup as a tipping point Douglas sees in the upcoming world championship a huge moment for advertisers. A global event when billions watch TV simultaneously is a rare opportunity for marketing. Especially for companies that previously would not have dared to engage in such things.
What this means Television is not just surviving—it is reinventing itself.
Streaming and AI make TV advertising more accessible to the middle class of business. If this is true, then the next 2-3 years will be key for advertisers who will teach machines to create content for the largest audience on earth.