The way brands reach their audience is changing thanks to CTV advertising platforms.
As more viewers migrate from linear TV to streaming services, connected TV advertising represents a fundamental channel for marketers.
CTV (connected TV) provided marketers with targeting audiences, measurement in the moment, and ad formats that enable interactions with viewers.
As connected TV not only matures but also builds awareness and usage, advertisers must determine which CTV advertising platform will best help them meet their reach, engagement, and ROI goals.
As connected TV continues to mature as a market, advertisers need to consider which CTV advertising platform will best help them achieve their reach, engagement, and ROI objectives.
Roku OneView, MNTN, and Innovid are three of the more recognized companies in the world. Each of the CTV advertising platforms in this article has unique features, including programmatic buying, data-enabled targeting, and measurement, basically making the task of understanding the differences across platforms critical for marketers to develop effective campaigns.
This investment guide provides an in-depth comparison of Roku OneView, MNTN, and Innovid CTV advertising platforms, highlighting their differences in product offerings, account fees, targeting, and analytics/reporting.
By the end, you will have the foundation needed to choose the CTV advertising platform that best aligns with your marketing objectives and audience plan.
No matter the options available in the CTV advertising ecosystem, there are distinct platforms with respective purposes.
Roku OneView, MNTN, and Innovid are three of the best options that marketers can choose to find scale, performance, and creative flexibility.
To make the best decision possible, you must come to understand what each platform's fundamental capabilities are, what audiences they can reach, and how you can measure or report.
Let's take an overview of these platforms.
Based on Roku's comprehensive device network, it provides access to a wide streaming audience
Provides programmatic buying and cross-screen measurement all in a single platform
Best for brands that want reach and a quick and easy use of the platform, but not as effective in campaigning to audiences not in the Roku ecosystem.
Performance advertising focuses on good automation capabilities.
Built for advertisers to optimize performance and measure success in terms of driving website traffic, conversions, and revenue impact.
MNTN is a solid option for brands looking to have an accountable digital approach; however, options for creative testing and experimentation may be limited.
Known for interactive and personalized ad experiences across multiple publishers
Ability to create independent measurement and advanced analytics across more than a single ecosystem
Innovid is appealing to advertisers looking for creative engagement while also providing cross-platform insights; however, the campaign may require more upfront setup and possibly higher creative costs in the process.
The platforms illustrated provide three distinct strategic approaches to CTV advertising: Roku OneView for scale of audience reach, MNTN for performance outcomes, and Innovid for creative innovation.
A marketer should consider their campaign objectives, budgets, and desired outcomes as part of making a selection on a platform.
Let's have a detailed insight into these platforms one by one in detail.
Roku OneView is an expert in connected TV advertising.
It is situated within the Roku streaming ecosystem, with millions of active devices in the United States relying on Roku OS.
Brands can connect with this large, engaged audience! For many marketers, this huge audience reach is a major plus.
Roku OneView is designed for programmatic campaign management.
Advertisers can buy inventory, target audiences, and optimize the campaigns in real time. Audiences can be segmented with all of Roku's vast universe of first-party data and audience insights.
First-party Roku data would be information about demographics, viewing behaviour, and worries about the device. Brands can pair this information with their customer data to easily access the most valuable viewers via advertising.
The cross-screen measurement is also a strength in Roku OneView.
Reach performance can be tracked across smart TVs, mobile phones, and desktops to track your advertising, with a significant amount of reporting that provides metrics to reach, frequency, and engagement. It provides a holistic view to help marketers refine the right strategies and adjust campaigns with actual elements of the real world.
Reach: The ability to reach Roku's enormous device network and streaming audience
Programmatic buying: The end-to-end management of ad insertion, optimized in real-time for the best results.
Data-driven targeting: First-party data from devices integrated with the insight of the brand.
Cross-screen measurement: Measuring the engagement from all devices.
Creative management: Standard, interactive, and addressable TV ad formats.
Visibility across a vast ecosystem to enhance recognition and recall
Helpful insights through analytics and reporting tools.
Streamline creative management into a single platform.
The prices for media are typically higher than on other platforms.
Most effective/reachable with Roku's ecosystem, so you may need to work with additional channels to expand your reach.
In Q1 2025, Roku recorded 35.8 billion streaming hours, a year-over-year increase of 5.1 billion hours.
Roku OneView is best suited for marketers who value scale, accuracy in targeting, and measurable results.
The combination of audience access, programmatic features, and analytics makes it a very strong option for connected TV campaigns.
MNTN has built a successful reputation as a performance-based connected TV advertising platform.
While other players in the space focus either on scale or creativity in ad development, MNTN focuses solely on measurable results.
MNTN allows advertisers to run television advertising campaigns with the same accountability they expect from their digital advertising channels. This is especially valuable for brands that want CTV to contribute to overall website visits, conversions, and revenue activities.
Much like digital ad campaigns, MNTN automates much of what advertisers do throughout their campaign journey.
Advertisers identify goals, target budgets, and let the platform optimize automatically.
Automation frees up time from manual administration and helps the campaign stay in alignment with performance objectives. MNTN's targeting capabilities combine proprietary data with a mélange of third-party data to create audience segments.
One of MNTN's greatest value propositions is measurement. The platform has access to near-real-time reporting on campaign performance.
Reporting metrics clearly shows organizations how campaigns have affected online behaviour. Site visits, conversions, return-on-ad-spend, and much more are part of MNTN's reporting dashboards.
For marketers comfortable with digital performance channels, accountability is a little bit of a different experience.
Audience Reach: Access to Roku's large device network and streaming audience
Programmatic Buying: Real-time ad purchasing and campaign optimization
Data-Driven Targeting: First-party, first-in-class device data along with brand data.
Cross-Screen Measurement: Measure engagement across devices
Creative Management: Support for standard, interactive, and addressable TV ads
Large engaged audience for brand awareness campaigns
Extremely intuitive reporting and analytics provide great actionable insights.
Creative management is simplified on the same platform.
Restricted adaptability for highly discerning or interactive creative formats
Most appropriate for advertisers looking to achieve direct response outcomes rather than brand storytelling.
As per Reuters, the platform saw 89% year-over-year customer growth in Q1 2025, with 91% of revenue coming from small and medium businesses
MNTN is useful for marketers who want television advertising to behave like a performance channel.
MNTN connects brand messaging to something measurable and guarantees campaigns are tied directly to something that is connected to business growth.
This platform specializes in creative execution and personalization.
Other platforms focus on scale or automation. Innovid is designed to enable brands to develop engaging and interactive ad experiences.
In an era where competition is so high with smaller streaming providers, Innovid is uniquely positioned to succeed when advertisers want campaigns that illicit fun engagement and stand apart from the streamers' accessibility.
The “creative management suite” is the core offering of Innovid. What allows advertisers to create, personalize, and deploy ads across multiple publishers and screens from a single platform?
This includes interactive video formats, dynamic creatives for audience segments, and storytelling tools. Importantly, with the ability to personalize ads, Innovid allows marketers to have greater potential to reach audiences the way they want.
When it comes to the area of measurement, Innovid sets itself apart in this space. The platform provides independent analytics across different publishers that aren't tied to one specific ecosystem. This allows advertisers to understand performance at different levels of environments, compare beings with their approaches, and gather insights across the overall campaign effectiveness.
The level of insights you can measure at the engagement level, completion rate, and first-person interactions allows marketers to create their sense of continuous refinement to their creative models over time.
Creative Focus: Tools for creating interactive, personalized, and dynamic advertising formats
Cross-publisher Reach: Campaign management across publishers and devices
Independently Measured - Reporting is entirely transparent and outside of any ecosystem of its own
Engagement Measurements: Detailed reports on ad interactions, completion rates, and viewer behavior
Creative Optimization: Easily leverage various ad options and formats to test the best messaging.
Creates highly personalized and interactive advertising experiences
Offers independent analytics that cross publishers and platforms
Strong creative management tool for brands that prioritize interaction.
For campaigns, there may be a greater need for creativity and creative resources in order to take full advantage of the platform.
Performance-focused campaigns are less straightforward than more transactional conversion-focused campaigns.
As per Innovid’s 2025 CTV Advertising Insights Report, the average CTV campaign frequency was 7.09, with an average CTV HH reach of only 19.64%.
Innovid serves advertisers who feel that creativity and engagement are so interwoven into their CTV strategies. By including personalization, interactive formats, as well as cross-publisher measurement, Innovid offers a unique path for brands that would like to enhance audience connection through CTV advertising.
Roku OneView, MNTN, and Innovid all have their unique strengths when it comes to connected TV advertising. Roku OneView offers scale with its data, MNTN provides measurable performance and added automation, while Innovid is focused on creative engagement across platforms.
In the end, the best platform will depend on campaign objectives, budget, and any priority for reach, conversions, or engagement. If marketers can align what each platform can do with their business objectives, the sky is the limit for connected TV advertising and can surely ensure that their advertising strategies have an impact in the long run.
Roku OneView interfaces offer scale and impressive data, but you can expect to pay for these benefits.
MNTN is all about measurable outcomes while maintaining the right level of budget flexibility. Innovid provides creative flexibility and third-party insights about campaign performance, but pricing may vary based on how complex the campaign is.
The best option boils down to whether reach, performance, or engagement is most important.
There are several connected TV platforms, and how to select one depends on the campaign's objective, budget, and whether or not you have the creative resources to deliver the campaign.
All these options provide different capabilities, and therefore, the decision should start from a position of clarity on what the business is trying to achieve.
Best for brands focused on scale, although largely for awareness campaigns
Access to a huge number of Roku devices and first-party data
Great if the brand invests beyond top-of-funnel visibility.
Made for measurable outcomes such as website visits and conversions
Transparent reporting on ad serving and performance-based metrics
Great for e-commerce and direct-to-consumer brands
Provides innovative storytelling and rich interactive ad formats
An independent, unbiased viewpoint, with measurement capabilities across your publishers and devices
An ideal platform for brands looking for higher levels of audience engagement through personalization
Marketers should consider their campaign goals and available resources in deciding which platform to use. For example, if you're looking for a bigger push on awareness, you’re likely better off on Roku OneView (since we've learn that smartTV dimensions are easier). Performance goals should be a sweet spot for MNTN, and creative engagement plays well with Innovid.
Aligning platform selection with business priorities helps create a foundation for your CTV campaigns to generate short-term outcomes aligned with long-term, sustainable brand growth.
Connected TV advertising platforms like Roku OneView, MNTN, and Innovid have very valuable and differentiated capabilities.
Roku delivers reach and valuable audience data, MNTN delivers measurable performance, and Innovid offers adaptability with interactive, bespoke creative.
The right platform can depend on whether the business cares more about awareness, conversions, or even engagement parameters.
By matching the capabilities of connected TV platforms to larger business goals or immediate needs, marketers can help make sure that connected TV advertising achieves measurable short-term success while delivering long-term brand equity.
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What Factors Should Drive the Selection of Roku OneView, MNTN, or Innovid?
Which of these platforms is the most cost-efficient?
What is MNTN doing differently that makes it stand apart from the other CTV platforms?
How does CTV differ from traditional TV advertising?
Why should businesses look to Roku OneView?
