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Connected TV Advertising: Can a Small or Mid-Sized Brand Afford It?

Streaming TV ads are no longer just for national brands. How CTV works, what it costs to test and how to measure it.

By · November 14, 2026 · 3 min read

Cover illustration for the article “Connected TV Advertising: Can a Small or Mid-Sized Brand Afford It?”

Connected TV (CTV) advertising places video ads on streaming services watched on televisions, bought by audience and geography rather than by network and time slot. It has made TV accessible to brands that could never afford a broadcast buy, because you can start with a modest test aimed at a specific region or audience and measure site visits and sales afterward.

How it works

  • Ads run on streaming apps and devices, often as unskippable spots.
  • You target by location, demographics, interests and sometimes your own customer lists.
  • Buys go through self-serve platforms, streaming services or partners.
  • Measurement uses household matching to connect ad exposure with website visits and conversions.
Broadcast TVConnected TVOnline video (social, YouTube)
TargetingMarket and daypartZip code, audience, householdInterests, behavior, retargeting
Minimum spendHighLow to mediumLow
SkippableNoUsually noOften yes
ScreenTVTVMostly phone
MeasurementRatings, estimatesImpressions, completion, site visitsViews, clicks, conversions
Where CTV sits between broadcast and online video. Measurement varies by platform, so ask how site visits are attributed before you buy.

When it makes sense

  • You need awareness beyond what search can create.
  • Your product is visual or benefits from storytelling.
  • You can afford a test long enough to see a lift, usually several weeks.
  • You have a way to measure: a dedicated URL, promo code or a measurement partner.

Creative that works on a TV

  • Brand and product visible in the first seconds.
  • One message, shown clearly; many people watch with the sound low.
  • A simple next step, such as a short URL.

When I ran my company’s first linear TV and CTV pilot, after building the case for two years and vetting the vendors, the average CPM came in under $3, which made broad awareness affordable to test.

Frequently asked questions

What does CTV cost?

Prices are quoted per thousand impressions and vary widely by audience and platform. Start with a fixed test budget and measure lift.

Is CTV the same as YouTube ads?

YouTube can run on TVs as part of CTV, but CTV also includes many other streaming apps.

We plan and measure TV, CTV and other traditional channels alongside digital.

Terms in this article

Call to action (CTA)Connected TV (CTV)Cost per thousand impressions (CPM)Retargeting

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