Why Streaming TV Advertising Is No Longer Just for Big Brands

For years, television advertising was the exclusive domain of major brands with deep pockets. The barrier to entry was high—production costs, media buying minimums, and inflexible targeting made it nearly impossible for small and medium businesses to compete. But the landscape has fundamentally changed.

Connected TV (CTV) and Over-The-Top (OTT) streaming advertising have democratized access to premium video inventory, making it possible for businesses of all sizes to reach their target audiences with precision and affordability that was unimaginable just a few years ago.

The Evolution from Traditional to Connected TV

Traditional television advertising required massive budgets and broad demographic targeting. A local restaurant owner couldn't justify spending tens of thousands of dollars to reach an entire metropolitan area when their actual service radius was just 5 miles.

According to Nielsen's The Gauge report, streaming now accounts for 46% of total TV viewing in the United States as of June 2025, surpassing both broadcast and cable combined for the first time in history. This seismic shift represents more than just changing viewing habits—it represents a fundamental transformation in how advertising works.

Cost-Efficiency: The Game Changer for SMBs

Perhaps the most significant barrier that CTV advertising has eliminated is cost. While traditional TV advertising required minimum spends of $10,000-$50,000 per campaign, CTV advertising can start in the hundreds of dollars.

Understanding CPM: CTV vs. Traditional TV

CPM (Cost Per Mille, or cost per thousand impressions) tells you how much you pay to reach 1,000 viewers. Here's how the costs compare:

But here's the crucial insight: while CTV CPMs may appear higher at first glance, the effective cost per completed view is often lower because:

• Traditional TV wastes impressions on non-target viewers outside your service area
• CTV delivers 90-95% completion rates versus significantly lower engagement on linear TV
• You only pay to reach your actual target audience (e.g., homeowners within 10 miles of your location)
• Real-time attribution shows you exactly which ads drove conversions

Democratization of Premium Inventory

Major streaming platforms have opened their doors to advertisers of all sizes. According to eMarketer's 2025 CTV trends report, the CTV advertising market is projected to reach $42.4 billion by 2027, with SMB adoption driving significant growth.

Platforms like Amazon Prime Video, Hulu, Roku, and YouTube TV now offer self-service advertising options with:

• Low minimum budgets (starting at $250-500)
• Flexible campaign durations (run ads for days or weeks, not months)
• Granular targeting options (demographics, interests, location, device type)
• Performance tracking dashboards (see results in real-time)

Why Small Budgets Perform Well on CTV

The beauty of CTV advertising for SMBs isn't just that it's affordable—it's that smaller, focused budgets can actually outperform traditional broad campaigns. Here's why:

1. Hyper-Targeted Audience Reach

Unlike traditional TV where you pay to reach everyone watching a program (including people hundreds of miles away who will never visit your business), CTV lets you target with surgical precision:

• Geographic targeting: Down to ZIP code or radius around your location
• Demographic targeting: Age, income, household composition
• Behavioral targeting: Recent shoppers, in-market audiences, interest categories
• Device-level targeting: Reach specific households, not just broad demos

2. Measurable ROI

Traditional TV advertising operated largely on faith—you couldn't definitively prove which customers came from your TV campaign versus other marketing efforts. CTV changes everything with:

• Website visit tracking and pixel-based attribution
• Foot traffic measurement for brick-and-mortar businesses
• Conversion tracking for online purchases
• Real-time campaign optimization based on performance data

According to the IAB's 2025 Digital Video Report, 68% of marketers now classify CTV as a "must-buy" media channel, and 84% believe CTV delivers better targeting than linear TV.

3. Creative Flexibility

Modern tools have dramatically reduced video production costs. AI-powered creative platforms can now generate professional-quality video ads from:

• Static images and text prompts
• Existing website content
• Previous marketing materials
• Template-based designs

What once required a $20,000+ production budget can now be created for hundreds or even dozens of dollars, making it feasible to test multiple creative variations and optimize for performance.

How AdSultans Removes Barriers to Entry

At AdSultans, we've specifically designed our platform to make streaming TV advertising accessible to businesses of all sizes. Here's how we eliminate traditional barriers:

Learn more about our affordable pricing plans designed specifically for small and medium businesses.

The Future Is Now: Getting Started with CTV

The streaming TV advertising revolution isn't coming—it's already here. With $26.6 billion in US CTV ad spend projected for 2025 (per IAB), and that number expected to surpass traditional TV by 2028, the question isn't whether to advertise on streaming platforms, but how soon you can get started.

For small and medium businesses, this represents an unprecedented opportunity. The playing field has been leveled. You no longer need a Fortune 500 budget to reach your target audience through premium video advertising. With the right platform, strategy, and creative approach, your business can compete alongside the biggest brands in your industry.