Connected TV (CTV) Advertising: Complete Guide for Local Businesses

88 articles in one place, best ones first.

This guide covers connected TV advertising, meaning ads on streaming services and smart TVs, for local businesses. It brings together platform comparisons, creative specs, new ad formats, sports and event targeting, and city and country guides. It is for owners who have used Google or Meta ads and are wondering whether streaming TV is within reach.

If your budget is limited, begin with the platform comparison to see which options accept small spends, then read the creative specs so your video is ready before you pay for anything. Choose a tight local area, run a short test, and track something you can measure, such as branded searches or calls, before scaling up.

A small CTV test is doable on your own through a self-serve platform, as long as you have a decent 15 or 30 second video. Things get harder with targeting, measurement and creative production. If you would rather not guess, DataLatte can help you plan a test, though CTV is not the right first channel for every business.

Start here

All 88 articles in this guide

FAQ

What is CTV advertising?

Connected TV advertising places video ads on streaming services and internet-connected TVs, such as ad-supported streaming apps. Unlike traditional TV, it can be targeted by location and audience. That makes it more accessible to local businesses than broadcast buying used to be.

How much does CTV advertising cost for a small business?

It depends on the platform, your targeting and the time of year. Some self-serve platforms accept modest monthly budgets, while sports and event placements usually cost more. Check current minimums with each platform rather than relying on a figure from an article.

Is CTV better than Google Ads or Meta Ads for local businesses?

Not necessarily. Search ads capture people who already want what you sell, while CTV builds awareness and is harder to measure directly. Many small businesses get better results from search and Maps first, then add CTV later.

What kind of video do I need for a CTV ad?

Most platforms want a 15 or 30 second video in a standard widescreen format, with specific file requirements. Our creative specs article lists what to prepare. A simple, clear spot with your location and one call to action usually beats an overproduced one.

Want help applying this? See how I can help or write to me.

Not sure where to start?

Tell me about your business. I reply with a short, honest action plan.

Talk to me