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ATLANTA & AUSTIN - CallRail, a lead engagement platform, and MNTN (NYSE:MNTN), a Connected TV (CTV) performance marketing platform, announced a new integration that allows advertisers to attribute inbound calls and texts directly to their CTV advertising campaigns.
The integration addresses a longstanding challenge in television advertising by providing clear attribution for phone-based leads generated through CTV campaigns. Advertisers using both platforms can now track which specific TV ads are driving calls and text messages, enabling more precise measurement of campaign effectiveness.
"Seeing your brand on TV sparks action – phones ring, texts come in, and business moves," said Richard Girges, Chief Technology Officer at MNTN. "This partnership with CallRail makes sure MNTN customers know exactly which TV ads are driving those conversations." According to InvestingPro data, MNTN maintains strong liquidity with a current ratio of 3.28, indicating robust operational capacity despite recent market challenges.
The companies stated that the integration offers campaign-level attribution specifically built for Performance TV, allowing marketers to view attribution data in real time and adjust campaigns based on actual engagement metrics. Users can access a unified view of both online and offline performance with filtering options by campaign, audience, and network.
Jonathan Madrigal, Digital Marketing Manager at Brand Reach Media, a mutual customer of both companies, described the integration as "a game-changer" that connects TV campaign performance data directly to inbound calls.
The partnership comes as CTV advertising continues to grow, with nearly 60% of marketers planning to increase their spending in this channel, according to information provided in the press release statement. While MNTN’s stock has faced headwinds recently, InvestingPro analysts project profitability for the company this year, with multiple additional insights available to subscribers.
Mike Stocker, Vice President of Partnerships at CallRail, noted that the company is "thrilled to be MNTN’s first call tracking partner, delivering the most accurate attribution of phone calls and messages."
The integration is now available to the full customer base of both platforms.
In other recent news, MNTN Inc reported strong second-quarter earnings, with revenue reaching $68 million, marking a 25% year-over-year increase and a 35% organic growth. This performance surpassed both Evercore ISI and Street estimates by 6%, while the company’s EBITDA stood at $14.5 million with a 21% margin, exceeding expectations by 67% to 75%. Following these results, Evercore ISI raised its price target for MNTN to $39, maintaining an Outperform rating. Additionally, Tigress Financial Partners upgraded MNTN from Buy to Strong Buy, increasing the price target to $36, citing the company’s growing opportunities in the connected TV market and strategic AI innovations. Citizens JMP also raised its price target to $33, highlighting MNTN’s unique position in performance-based TV advertising for small and medium-sized businesses. JMP Securities reiterated its Market Outperform rating with a $30 price target, noting efficiency gains during Amazon Prime Day. Similarly, Citizens JMP maintained its Market Outperform rating and $30 target, emphasizing the advertising efficiency improvements during the same event. These developments reflect MNTN’s strategic positioning and growth in the advertising technology sector.
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