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CTV Opens to Small Brands
Creator-CTV partnerships are growing, with lower minimums allowing smaller brands to access Connected TV advertising. This shift can increase local business revenue through targeted ads. Local coffee shops, hair salons, pet groomers, and fitness studios can now reach their audience more effectively on CTV.
Background: Connected TV (CTV) advertising allows local businesses to reach their target audience on streaming services and smart TVs. Many local businesses in the US, UK, and AU use CTV to increase brand awareness and drive sales. CTV offers a more targeted approach compared to traditional linear TV.
What changed: The recent growth of creator-CTV partnerships has led to lower minimums for ad spend, making it more accessible for smaller brands to advertise on CTV. This shift is driven by creators building their own production studios to produce long-form content, blurring the lines between traditional media and creator content. As a result, smaller brands can now tap into the creator economy to reach their target audience.
Why it matters: The increased accessibility of CTV advertising can significantly impact a local business's ad spend, reach, and bookings. By targeting specific audiences on CTV, local businesses can increase their brand visibility, drive website traffic, and ultimately boost sales. This is particularly important for local businesses that rely on foot traffic and community engagement.
Niche breakdown: A hair salon, for example, can use CTV to target women aged 25-45 who watch lifestyle and beauty content. A coffee shop can target commuters who watch morning news and entertainment programs. A pet groomer can target pet owners who watch animal-related content, while a fitness studio can target fitness enthusiasts who watch wellness and sports programs. Each niche can leverage CTV to reach their specific audience and increase brand awareness.
What to do: To take advantage of the growing creator-CTV partnerships, local businesses should start by researching popular creators in their niche and exploring potential partnerships. They should also review their ad spend and allocate a portion of their budget to CTV advertising. Additionally, local businesses should ensure their website and social media presence are optimized to handle increased traffic and engagement driven by CTV ads.
To maximize the impact of CTV advertising, local businesses should focus on creating high-quality, engaging ad content that resonates with their target audience. They should also utilize targeting options such as location, interests, and behaviors to ensure their ads reach the most relevant viewers. By doing so, local businesses can increase their return on ad spend and drive meaningful results from their CTV advertising efforts.
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Source: Digiday · 2026-06-01
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