Streaming TV Advertising: How Small Businesses Can Compete in the Digital Age

Television advertising has long seemed out of reach for small businesses. With costs regularly reaching millions of dollars for 30-second national spots, TV was viewed as a playground only for the big brands. But the digital revolution has rewritten the rules of advertising, opening new possibilities for local businesses to get their message in front of targeted audiences. Read on to learn how streaming TV and digital platforms make advertising attainable and effective even with a modest budget.

Section 1: The Myth of Expensive TV Advertising

Historically, TV advertising has come with a hefty price tag. In the pre-digital days, national networks were the gatekeepers of primetime ad space. A commercial during a top show like American Idol could run $500,000 or more. Even local TV slots were expensive, with average costs of $1,500 for 30 seconds. For small businesses, this put TV advertising out of the question.

But the digital age has dramatically changed the math. While national network TV remains costly, local TV and digital streaming offer affordable options. Targeted ads on services like Hulu can run as low as $10 per thousand impressions. The combination of lower entry costs and advanced audience targeting makes TV advertising more accessible than ever. The big, expensive TV campaigns of the past are now a myth.

Section 2: The Digital Revolution’s Impact on Advertising

Two major shifts have transformed the world of TV advertising. First, the rise of cable fractured the network stranglehold. With countless channel options, no single outlet dominates ratings. This increased competition reduced the pricing power of any one network.

Second, streaming platforms have further revolutionized TV media. Netflix, Hulu, Prime Video and the like have given consumers on-demand access. These digital services offer robust advertising options based on viewer data. Ads can be precision-targeted to specific demographics and interests. Digital TV also provides detailed analytics on performance so marketers can optimize spend.

Section 3: Streaming Services – The New Advertising Frontier

For small businesses, streaming TV offers an unparalleled opportunity. Let’s explore some of the top options:

• Hulu offers highly targeted ads based on first or third-party data. Brands can run video and display ads on Hulu across devices. Pricing starts around $10 CPM.
• Roku provides access to The Roku Channel which reaches 55 million+ U.S. households. Packages include TV, OTT and audio ads. Entry costs around $15 CPM.
• Paramount Ad Manager lets advertisers target audiences on Paramount+ or Pluto TV. Advanced targeting by location, device, genre and more. Packages from $20 CPM.
• Amazon DSP makes it easy to run video ads on Amazon-owned properties including Prime Video, Twitch and Fire TV. Powerful targeting and optimization tools. Entry around $25 CPM.

The capabilities, rates and minimum spends vary across platforms. But each offers digital TV advertising that competes with top networks for a fraction of the price.

Section 4: How Small Businesses Can Compete with Big Players

Don’t think a streaming campaign can generate results like a traditional TV blitz? Think again. Clever small brands have run smart streaming campaigns that punch above their weight:

• Harry’s, the shaving brand, ran interactive ads on Hulu allowing viewers to customize razors. They outpaced Fortune 100 CPM benchmarks by 75%.
• MVMT Watches promoted giveaways on streaming TV and boosted sales nearly 300% during the campaign period.
• ZipRecruiter launched a streaming campaign focused on the construction industry. They increased job seeker traffic in construction roles by over 80% week-over-week.

The key is focusing ad dollars on the most relevant streaming channels and audiences. Then create memorable video ads with a strong call-to-action. Be sure to track performance and adjust tactics over time. With the right strategy, any small business can effectively compete.

Section 5: Creating Your First Streaming Ad Campaign

Ready to take the plunge into streaming TV ads? Here’s a step-by-step guide:

1. Pick your streaming platform(s) and set up an account. Most like Hulu or Roku allow you to set up and manage campaigns directly on their self-serve platforms.
2. Set your budget for ad spend and campaign duration, starting modestly. Minimums vary but $10,000 can go a long way across 1-2 platforms.
3. Identify your target audience parameters like demographics, interests, behaviors. Streaming platforms make audience selection easy.
4. Film a compelling 15 or 30-second video spot. Focus on a clear value prop, promotion or call-to-action.
5. Upload your ad and set the audience target and bid price per impression.
6. Monitor performance daily and optimize bids, targets and messaging for impact.

Section 6: Measuring Success in the Streaming Age

Since streaming ads are digital, robust data is available to gauge performance. Be sure to actively:

• Review impression delivery and video completion rates. This informs reach and engagement.
• Track increases in site traffic, inquiries or sales during campaign periods versus prior periods.
• Leverage A/B testing to evaluate different versions of your ads.
• Evaluate ROI by comparing ad costs to the revenue generated.

Crunch these numbers regularly and siphon spend towards top-performing platforms, targets and messages. Measurement is key for getting the most mileage from your streaming TV dollars.

TV advertising is now affordable and accessible for businesses of any size thanks to streaming and digital platforms. For a fraction of the cost of traditional TV, small brands can generate brand awareness, customer leads and sales growth. Be bold and make streaming TV part of your omnichannel strategy. Target engaged viewers, create captivating video content, and track digital analytics. With the right campaign, standing tall among the giants is no longer a dream – it is now within reach.