Citi initiates MNTN stock coverage with neutral rating on CTV growth

Published 16/06/2025, 10:48
Citi initiates MNTN stock coverage with neutral rating on CTV growth

Citi initiated coverage of MNTN Inc (OTC:MNTN) on Monday with a neutral rating and a $22.00 price target, citing the company’s pioneering role in performance-based connected TV advertising. The stock, currently trading at $18.51, sits near its 52-week low of $18.25, having declined nearly 30% year-to-date. According to InvestingPro analysis, the stock appears overvalued at current levels.

The research firm highlighted MNTN’s focus on small and medium-sized businesses, noting that approximately 96% of the company’s advertisers have never previously advertised on television. This strategy targets an underserved market segment as connected TV viewing continues to grow. The company’s approach has yielded impressive results, with InvestingPro data showing a robust gross profit margin of 72% and annual revenue of $246.27M.

Citi pointed to MNTN’s direct relationships with both SMBs and content networks as a differentiating factor that has accelerated the company’s growth in the connected TV space. The platform has evolved toward an automated, self-serve, inbound-led model that could increase its share of connected TV advertising.

The research firm projects a five-year revenue compound annual growth rate of 17% for MNTN, with potential upside to both revenue and adjusted EBITDA margins. Daily connected TV time spent is expected to surpass traditional linear television viewing this year, creating favorable market conditions.

Despite these positive factors, Citi assigned a "High Risk" designation alongside its neutral rating, citing "more limited visibility and macro challenges" that create what it described as "a more balanced risk/reward profile" for potential investors. This assessment aligns with InvestingPro’s Financial Health Score of 2.24, rated as ’FAIR’, with particularly strong scores in growth (3.6) and cash flow (3.19). Subscribers can access 12 additional ProTips and detailed financial metrics for deeper analysis.

In other recent news, MNTN Inc reported $226 million in revenue for 2024, marking a 28% increase from the previous year. The company also achieved a Net Revenue Retention rate of 108%, showing its ability to grow relationships with existing clients. Analysts have been actively covering MNTN, with Morgan Stanley (NYSE:MS) initiating coverage with an equalweight rating and a $20.00 price target. Morgan Stanley expects MNTN’s revenue to grow at a 19% compound annual growth rate from 2024 to 2028. Citizens JMP also initiated coverage, giving MNTN a Market Outperform rating and a price target of $23.00, citing the company’s efficient strategy in attracting and retaining small to medium-sized businesses. Evercore ISI joined in with an outperform rating and a $27.00 price target, highlighting MNTN’s potential to transform Connected TV into a performance marketing channel. The investment firms emphasize MNTN’s growth potential in the connected TV advertising market. These developments point to a positive outlook for MNTN as it continues to expand its customer base and advertising capabilities.

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