Local businesses are asking more questions than ever about connected TV – and for good reason. After years of seeing CTV as something only big brands can afford, many SMBs are starting to explore what it can do for their marketing.
In conversations with entrepreneurs and marketers in the Cleveland area, the same questions about costs, creativity, timing and measurement come up again and again. Here are four of the most common – and the answers every local business should know before investing in CTV.
1. Can I pay for CTV?
This is the first question most SMB marketers and owners ask about CTV, and it stems from the fact that their exposure to television is still rooted in linear TV: partnerships with local providers like Spectrum. Or maybe they’re thinking about massive national purchases that are always out of budget. They are not aware that there are more accessible digital options.
I always tell brands that if they can afford campaigns on Spectrum, they can also afford to test CTV – provided they meet certain conditions, which I’ll discuss shortly.
To keep things on budget:
- Start small by targeting your immediate environment.
- Focus on building a baseline for measurements.
Dig Deeper: Seven Barriers Advertisers Must Overcome to Grow CTV
2. What if I don’t have money for CTV creative?
The other part of the question “Can I afford it?” The question – beyond channel placements – is whether SMBs can cover the video production costs associated with CTV.
Creative can be a challenge, especially without internal resources, but there are workable options. With AI editing tools that speed up production, you can find high-quality freelancers who can produce strong 15- or 30-second spots for much less than expected – even less than a thousand dollars.
To save time and resources:
- Ask your freelancer to help with storyboarding before the shoot. They know what fits in short spaces.
- Consider using stop-motion effects.
Dig deeper: how to create CTV ads that stick
3. When should I not test CTV?
One of the clearest signs that CTV is working is an increase in search volume for your brand. Other indicators (search-driven traffic to your site, direct visits, and engagement with your Google Business Profile) usually follow closely during and after your campaign is running.
That’s why it’s crucial to optimize what users find when they search for you. Until you do, wait to test CTV.
Make sure your office details, opening hours and phone number on your Google business profile are up to date and that you have a good set of customer reviews. If not, make sure everything is current before running a campaign.
As for your website, is it a quick, low-budget build that says “This page is hosted on GoDaddy,” or is it a credible reflection of your business? In short, is it worth paying for ads that send more people there?
Finally, have you set up Google Analytics? Without this, you won’t be able to capture more than the most basic signals of your CTV campaign’s impact.
Dig Deeper: How to Integrate CTV with Other PPC Channels for a Complete Growth Cycle
4. How do I measure CTV?
Measuring for SMBs should look different than how big brands approach it. The key is to keep it simple, resourceful and directional.
That means:
- Establish a baseline: Spend just enough budget to get a viable starting point. You don’t need statistical significance right away.
- Follow the impact on other channels: Track brand searches, clicks, and website visits when you know your ads are airing. You can also use unique URLs, such as yourbrand.com/TV, and view traffic to that page in Google Analytics.
- Collect anecdotal feedback: Ask customers how they heard about you when they call or stop by, in person or online. It will not be perfectly accurate, but guiding insight is sufficient at this stage.
Dig Deeper: How to Assess CTV’s Impact on Other Advertising Channels
Which makes CTV a smart next step
CTV offers precision digital targeting that allows you to segment by location, household income and viewing habits.
Programmatic buying allows for flexible budget allocation and better control over frequency, while non-skippable formats give CTV an edge over other top-funnel digital channels.
Despite these benefits, it is still underutilized by local businesses, creating opportunities for those willing to act early.
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