Connected TV (CTV) advertising is transforming how brands reach their audiences, offering a highly targeted and engaging alternative to traditional television. However, many businesses—especially smaller brands—still hesitate to dive into CTV due to perceived barriers such as cost, complexity, and technical requirements. Fortunately, advancements in technology and new ad-buying solutions are making CTV advertising more accessible than ever. “Companies of all sizes, with budgets of all sizes, can absolutely leverage the power of CTV/OTT advertising. If we are operating with a “smaller budget”, we have solutions and techniques to make the most of it through streaming TV advertising.” says Mark Kaminski, CEO of Over The Top Marketing (www.overthetop.marketing)
Breaking Down the Cost Myth
One of the biggest misconceptions about CTV advertising is that it’s prohibitively expensive. In reality, programmatic ad platforms now enable businesses to purchase ad space on a cost-effective, impression-based model. Unlike traditional TV ads that require large upfront commitments, CTV campaigns can be run with flexible budgets, ensuring that even small businesses can compete in the space.
Simplifying the Buying Process
Traditionally, TV advertising required lengthy negotiations and contracts with networks. Today, programmatic advertising agencies such as Over The Top Marketing, allow brands to easily access premium CTV inventory through automated platforms. This self-serve model means businesses can launch, monitor, and optimize their campaigns in real-time without the need for extensive media-buying expertise.
Improved Targeting & Measurability
CTV advertising provides sophisticated audience targeting capabilities, allowing advertisers to reach specific demographics, interests, and behaviors. Unlike traditional TV ads that rely on broad audience estimates, CTV leverages data-driven targeting, ensuring that ads reach the most relevant viewers. Additionally, detailed analytics and performance tracking enable businesses to measure engagement and optimize campaigns for better ROI. Kaminski says “Being able to get your commercial in front of the right people at the right time is huge. No longer are the days of linear television where you had no choice but to serve your commercial to everyone who happened to be in the geography that you were buying. Target, gender, age, geography, behaviors, political views, household income, and much more.”
Creative Flexibility
With digital video capabilities, advertisers are no longer restricted to 30-second linear TV spots. CTV enables the use of dynamic and interactive ad formats, enhancing engagement and making it easier for brands to experiment with different messaging approaches. This flexibility allows for more personalized and effective campaigns that resonate with audiences.
The Future is Inclusive
As more households continue to shift to streaming services, the accessibility of CTV advertising will only grow. Lower costs, simplified access, and data-driven targeting are removing the traditional barriers to entry, making CTV an attractive option for businesses of all sizes.
Now is the time for brands to take advantage of CTV advertising and connect with audiences in a way that was once reserved for major corporations. With the right approach, even smaller advertisers can leverage the power of CTV to expand their reach and drive real results.
