Morgan Stanley initiates MNTN stock coverage with equalweight rating

Published 16/06/2025, 09:08
Morgan Stanley initiates MNTN stock coverage with equalweight rating

Morgan Stanley (NYSE:MS) initiated coverage on MNTN Inc (OTC:MNTN) Monday with an equalweight rating and a $20.00 price target, citing the company’s position in the performance TV advertising market. The stock currently trades at $18.51, having declined nearly 30% year-to-date. According to InvestingPro analysis, the company’s current valuation appears stretched relative to its Fair Value.

MNTN operates a platform enabling companies to advertise on connected TV (CTV) and track the impact of their advertisements on conversions, revenue, and website visits. The self-serve nature of the platform has attracted approximately 2,600 customers, with the majority being small and medium-sized businesses. The company generated $246.27M in revenue over the last twelve months, maintaining an impressive gross profit margin of 72.03%.

Morgan Stanley noted that 96% of MNTN’s customers have never advertised on television before, highlighting the company’s ability to bring new advertisers into the CTV ecosystem. The firm expects MNTN’s customer base to grow at a 37% compound annual growth rate (CAGR) from 2024 to 2028.

The investment bank projects MNTN will achieve a 19% revenue CAGR from 2024 to 2028, outpacing the broader CTV industry’s expected growth rate of 15% during the same period. This growth will be driven by expansion of its small business customer base and the migration of performance advertising budgets from search and social media to CTV.

Morgan Stanley believes MNTN is building a platform for performance TV with significant opportunity for growth as the company works to attract more small businesses and redirect advertising budgets from other digital channels to connected television. InvestingPro data reveals the company maintains a FAIR overall financial health score, with particularly strong ratings in growth potential and cash flow management. Subscribers can access over 30 additional financial metrics and exclusive ProTips about MNTN’s growth trajectory.

In other recent news, MNTN Inc reported generating $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%, highlighting its success in expanding relationships with existing customers. MNTN served over 2,200 active small and medium-sized business advertising customers during this period. Analysts have been optimistic, with Citizens JMP initiating coverage with a Market Outperform rating and a price target of $23.00. The firm emphasized MNTN’s effective strategy in attracting and retaining advertising budgets, particularly through its TV-quality video ads and efficient marketing approach. Evercore ISI also initiated coverage with an Outperform rating and a higher price target of $27.00. The firm noted MNTN’s potential to transform Connected TV into a significant performance marketing channel, leveraging advanced targeting and measurement capabilities. These developments reflect a positive outlook from analysts regarding MNTN’s growth potential in the connected TV advertising space.

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