4 Must-Ask Questions Before Your SMB Tests CTV
▼ Summary
– Small and medium businesses are increasingly exploring connected TV advertising after previously viewing it as only affordable for large brands.
– CTV campaigns can be affordable for SMBs through targeted local advertising and starting with small budgets to establish measurement baselines.
– Creative costs for CTV ads can be managed using affordable freelancers and AI tools, with options like storyboarding and stop-motion effects to reduce expenses.
– Businesses should delay CTV testing until their online presence is optimized, including updated Google Business Profiles and functional websites with analytics tracking.
– Measurement for SMBs should focus on simple metrics like brand search increases, website traffic from unique URLs, and anecdotal customer feedback rather than complex analytics.
For small and medium-sized businesses exploring new marketing avenues, connected TV (CTV) advertising presents a compelling opportunity to reach audiences with digital precision. Many local companies previously viewed television advertising as prohibitively expensive, but the landscape has shifted, making CTV an accessible and powerful tool for targeted outreach.
When discussing CTV with business owners in regions like Cleveland, several key concerns consistently arise. These questions focus on budget, creative development, timing, and performance tracking. Understanding these factors is essential before committing any marketing dollars to a CTV campaign.
Is CTV Advertising Within My Budget?
The initial hesitation for most SMBs revolves around cost, often because their only reference point is traditional linear TV advertising. They might have existing partnerships with local cable providers or assume that all television advertising requires a massive national budget. What many don’t realize is that digital CTV options are far more accessible and affordable than traditional TV buys.
If your business can manage a campaign with a local cable provider, you likely have the budget to test CTV, assuming a few conditions are met. To keep spending under control, begin by targeting a very specific geographic area close to your business. The primary goal for a first campaign should be establishing a baseline for future measurement rather than aiming for immediate, large-scale results.
How Can I Manage the Cost of Video Creative?
The question of affordability extends beyond media placement to the production of the video ad itself. Developing professional creative can seem daunting, especially for businesses without an in-house video team. Fortunately, several practical solutions exist. The rise of AI-powered editing tools has made video production faster and more cost-effective. You can now hire skilled freelancers who produce high-quality 15 or 30-second commercials for a fraction of the expected cost, sometimes for less than a thousand dollars.
To further streamline the process and conserve resources, ask your freelancer to assist with storyboarding before filming begins. Their expertise will help ensure the concept fits neatly into a short ad format. Another creative and often budget-friendly approach is to incorporate stop-motion effects into your spot.
When Is It Too Early to Test CTV?
A strong indicator of a successful CTV campaign is a noticeable uptick in searches for your brand name. This is often followed by increased website traffic, both from search engines and direct visits, along with more engagement on your Google Business Profile. Because CTV drives this type of online activity, your digital presence must be fully optimized before you launch ads.
Before testing CTV, audit your Google Business Profile to confirm that all contact information, operating hours, and photos are current. A solid collection of positive customer reviews is also vital. Next, evaluate your website. Does it project a credible, professional image of your company, or does it appear to be a low-budget template? You want to be confident that the site is worthy of the increased traffic your ads will generate. Finally, ensure you have Google Analytics properly configured on your website; without it, you will miss crucial data on how your CTV efforts are performing.
What Does Practical CTV Measurement Look Like?
For SMBs, measuring CTV success should be straightforward and actionable, not overly complex. The focus should be on gathering directional insights that inform your next steps.
Start by establishing a performance baseline. Allocate a modest budget to generate initial data; you don’t need statistically significant results from the outset. Simultaneously, track the campaign’s impact on your other marketing channels. Keep a close watch on brand search volume and website visits, particularly during the airing of your ads. Using a unique tracking URL, such as yourwebsite.com/TV, allows you to monitor CTV-driven traffic directly within Google Analytics.
Don’t overlook qualitative feedback. Simply asking new customers how they discovered your business, whether on the phone, in-person, or online, can provide valuable, albeit anecdotal, insights into your ad’s reach.
The Strategic Advantage of CTV
CTV combines the impact of television with the granular targeting of digital marketing. You can segment audiences by precise location, household income, and even viewing behaviors. Programmatic buying enables flexible budget management and control over how often your ad is seen. Furthermore, the non-skippable ad format ensures your message is seen in full, giving CTV a distinct upper-funnel advantage over many other digital channels.
Despite these clear benefits, CTV remains an underutilized channel among local businesses. This creates a significant opportunity for SMBs that are prepared to move early and capture audience attention before the market becomes saturated.
(Source: MarTech)
