Building a Performance-Driven CTV Channel for SMBs: Why Laura Martin Rates MNTN a Buy

Needham analyst Laura Martin maintained a Buy rating on MNTN, Inc Class A today and set a price target of $18.00.

Laura Martin has given his Buy rating due to a combination of factors tied to MNTN’s differentiated position in the connected TV ecosystem. She views MNTN as building a new performance-oriented CTV channel for small and mid-sized businesses, effectively capturing ad dollars that historically flowed to search and social rather than traditional TV. Because the vast majority of MNTN’s advertisers are new to TV or CTV, she believes the company is adding incremental demand instead of competing directly with existing TV budgets, which supports sustained growth potential.

Martin also highlights that MNTN’s entire revenue base is focused on performance-CTV, making its business model more analogous to bottom-of-funnel platforms like Google Search or Facebook than to conventional brand advertising on television. She notes that MNTN’s core SMB clientele values precise, real-time attribution, which the platform is designed to deliver. In addition, she points to MNTN’s in-house creative capabilities—powered by both human production (QuickFrame) and generative AI tools (QuickFrameAI)—as a key differentiator that lowers barriers for first-time TV advertisers and enhances campaign effectiveness, further reinforcing her positive stance on the stock.

Based on the recent corporate insider activity of 14 insiders, corporate insider sentiment is negative on the stock. This means that over the past quarter there has been an increase of insiders selling their shares of MNTN in relation to earlier this year.