The Myth: CTV is Only for Big Advertisers
Connected TV (CTV) has long been seen as a playground for major brands with massive budgets. With flashy ad placements on platforms like Hulu, Roku, and YouTube TV, it’s easy to assume that streaming ad inventory is out of reach for SMBs. But that assumption is flat-out wrong.
Thanks to programmatic buying, precise targeting, and flexible budget options, SMBs and in-house D2C brands can tap into CTV without breaking the bank. The key? Smart strategy, not a massive budget.
Why SMBs Can’t Ignore CTV
The shift to streaming is happening faster than ever. Consider these numbers:
- 87% of U.S. households now own a connected TV device.
- CTV ad spend is expected to surpass $30 billion in 2025.
- Traditional TV audiences are shrinking while streaming adoption continues to grow across all age groups.
For SMBs and in-house brands looking to reach engaged audiences without the waste of traditional TV, CTV is the best opportunity on the market. And with the right approach, they can compete alongside major advertisers—at a fraction of the cost.
The CTV Advantage for SMBs
Unlike traditional TV, where you pay for broad reach with limited targeting, CTV allows precision audience targeting that ensures every dollar works harder. Here’s how SMBs benefit:
1. Programmatic Buying Lowers Costs
- Platforms like The Trade Desk, DV360, and Amazon DSP allow SMBs to buy CTV inventory programmatically, optimizing spend in real-time.
- No need for big up-front commitments—brands can start small and scale as needed.
2. Laser-Targeted Audiences
- With first-party and third-party data, CTV enables hyper-focused targeting based on demographics, behaviors, interests, and purchase intent.
- SMBs can avoid wasted impressions and only pay for ads served to high-value prospects.
3. Pay-Per-Impression, Not Per-Spot
- Unlike linear TV, where you pay for an ad slot regardless of who’s watching, CTV allows for a pay-per-impression model, making it more cost-efficient.
- No more wasted dollars on irrelevant viewers—every impression is measurable and accountable.
4. Real-Time Optimization & Performance Tracking
- CTV isn’t a “set-it-and-forget-it” channel—brands can optimize in real-time based on performance metrics.
- Advanced measurement tools provide insights into view-through rates, website visits, and even conversions, something traditional TV can’t offer.
The Takeaway: CTV is SMB-Friendly—If You Buy Smart
CTV isn’t an exclusive club for big brands anymore. With the right partner, strategy, and tools, SMBs can win in streaming.
At SmartSpend, we help SMBs and D2C brands tap into CTV without bloated agency fees or wasteful spending.
Want to see how your brand can leverage CTV—on your terms? Let’s talk.