WTF Is the CTV Cascade?

In 2025, more channels, platforms, and formats than ever support video content — and things certainly aren’t slowing down. In fact, digital video viewership is still increasing, with 3.78 billion people watching digital video content in 2025. From the introduction of new platforms to evolving formats across existing channels, keeping up with all of the ad creative you need can be challenging. But the CTV Cascade might be able to help. 

Here, we’ll walk through the details of the CTV Cascade and how it can help advertisers drive success across channels.

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What Is the CTV Cascade? 

The CTV Cascade is the stream of creative that can come from a single video production planned around one or more hero assets. With QuickFrame, you can use the fruits of one commercial production to create many CTV and social assets in post-production. For example, you might use one video production to shoot four 30-second ads for your brand to use on CTV. QuickFrame Makers can then take those assets and tweak them to meet other needs or objectives, like cutting them down into shorter, 15-second CTV spots or mobile-optimized ads for social media. 

Here’s a diagram of what the CTV Cascade can look like: 

Learn more about MNTN’s Creative Solutions. 

How Can the CTV Cascade Help My Brand? 

The CTV Cascade is all about seizing the opportunity to make the most of your brand’s video resources, including through: 

A Cross-Platform Video Strategy 

One of the most important ways the CTV Cascade can help your brand is through a cross-platform video strategy. Like we mentioned earlier, there are more channels, platforms, and formats than ever before, which means your brand needs more video than ever before, too. During each video production, you can ensure you capture enough footage for every channel through the lifespan of the campaign. Using assets created during a single video production will also help your brand develop and solidify a consistent presence across platforms, making sure people recognize your brand regardless of what platform they’re using. 

Content Repurposing 

Another way the CTV Cascade can help your video marketing strategy is through content repurposing. Instead of having another video production to create net-new assets every time you need to make an edit, you can refresh your existing content. For example, this is a great way to update the dates of specific promotions, swap out voiceovers, and try a new CTA. By repurposing your existing content, you’ll be able to make the most of your resources and extend the life of your videos. 

Testing 

The CTV Cascade can help fuel your CTV creative testing, too. With different variations of your video content, you can use a multivariate testing strategy to find out what is and isn’t resonating with your audience. 

If you’re just getting started, begin testing high-level concepts, then get more granular as you go. Track the performance of different elements over several platforms so you can identify all the winners in your concepts and let go of elements that are falling short. 

Final Thoughts on the CTV Cascade 

By successfully preparing during pre-production and making effective edits during post-production, you’ll be able to make the most of your video shoot and the content you create. Each piece of video marketing content — all deriving from the same concept — can drive success for your brand across channels, platforms, and devices. 

Make Your Mark with QuickFrame 

No matter your brand, industry, or objective, QuickFrame can connect you with video makers and production teams who can meet your content needs — from full video productions to simple post-production edits (and everything in between). Ready to create a CTV Cascade for your brand? Contact QuickFrame today to get started.