Why Ryan Reynolds Pitched His Ad Platform MNTN During Friday’s ‘Shark Tank’ Premiere

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MNTN, the connected TV ad platform that offers performance-optimized media buying, nicely optimized its own TV buy this past Friday—by advertising on the season 15 premiere of “Shark Tank.”

The 30-second spot, creatively crafted with the ABC reality show in mind as well, featured company founder Ryan Reynolds introducing MNTN, which at first he says “sells itself—no pitch necessary.”

Though he backtracks on that fairly quickly.

Advertising on “Shark Tank” is a smart move for MNTN, since the kinds of companies that compete on the show—and the like-minded entrepreneurs watching at home—are more likely to want to use MNTN’s services.

Two out of every three (66%) of MNTN’s customers are venturing into TV advertising for the first time, according to the company—and more than 20 brands featured on “Shark Tank” have used the MNTN platform to advertise on TV, including BabyQuip, Enso Rings, Spoonful of Comfort, Swimply, TA3 and Tipsy Elves. “It’s the only technology company turning TV into a true performance channel so it made tremendous sense for us to let small businesses know there’s a Plan B for growth in case the sharks don’t bite,” Reynolds told Ad Age in a statement.

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