16 Sep Re-Evaluate CTV Ads: A Guide for Ambitious SMBs – Small or Medium-Sized Business

In today’s digital landscape, connected TV ads (CTV) have quickly moved from a buzzword to one of the most effective advertising channels. As more viewers cut the cord and turn to streaming platforms, small and mid-sized businesses (SMBs) have a new opportunity to compete with big brands in front of highly engaged audiences.

Launching a campaign might seem easy, yet optimizing it for performance and measurable results is where the real challenge lies. Now is the time to re-evaluate the approach to connected TV ads for SMBs. Ready2Ride shares some key challenges and how to use them for measurable results and target the right audience.

Why SMBs Can’t Afford to Ignore Connected TV

Traditional TV advertising was once out of reach for smaller businesses due to cost and limited targeting. CTV has changed that. Today, SMBs can:

• Target smarter – Ads can be delivered to specific households based on demographics, interests, or location.
• Compete fairly –  You don’t need a national TV budget to reach your ideal audience.
• Measure impact – With data-driven insights, you can track impressions, engagement, and conversions.

This levels the playing field, allowing local and regional businesses to stand shoulder-to-shoulder with larger competitors.

Common Mistakes SMBs Make With CTV Ads

While the potential is huge, many SMBs approach CTV ads with the wrong playbook. Some common pitfalls include:

• Treating CTV like traditional TV instead of leveraging its digital advantages.
• Running one-off campaigns without continuous optimization.
• Overlooking creative formats that engage streaming audiences.
• Failing to measure performance beyond impressions.
• Simply putting ads on streaming platforms isn’t enough; it’s about running them smarter.

How to Re-Evaluate CTV Ads Strategy

Re-evaluating your Connected TV ads strategy starts with having a clear vision of what you want your campaigns to achieve. Ambitious SMBs can maximize their return on CTV by focusing on a few key areas:

1. Define Clear Campaign Goals

Every successful CTV campaign starts with clearly defined objectives. Too often, SMBs rush into advertising without knowing whether their primary aim is to build brand awareness, generate leads, or drive direct sales. By setting goals upfront, you can design campaigns with the right targeting, creative, and measurement in mind. 

2. Leverage Advanced Targeting

One of the biggest advantages of Connected TV is its ability to deliver ads to highly specific audiences. Unlike traditional TV ads, where ads reach a broad and often untargeted group, CTV allows SMBs to use demographic filters, location data, and even interest-based insights to reach their ideal customers.

For example, a local powersports dealer could target outdoor enthusiasts within a set radius, ensuring their ads are shown to people most likely to buy. The more precise your targeting, the less wasted ad spend you’ll have, making campaigns more efficient and impactful.

3. Test and Optimize Creative

A common mistake SMBs make is creating one ad and running it across all platforms without testing different versions. Instead, you should experiment with multiple ad lengths, visuals, and messaging styles to see what resonates most with your audience. 

A short, punchy 15-second ad may work well on one streaming service, while a 30-second storytelling spot could perform better on another. Regular creative testing not only improves engagement but also prevents audience fatigue, keeping your brand message fresh and compelling.

4. Track Performance Beyond Views

Success in CTV advertising is about more than just impressions or views; it’s about engagement and outcomes. SMBs should pay attention to key performance metrics such as video completion rates, click-through rates, and post-view actions like website visits or product inquiries. These insights help you understand not only how many people saw your ad but also how they responded to it. 

5. Integrate With Other Channels

CTV works best when it’s part of a larger, multi-channel marketing strategy. Instead of running campaigns in isolation, SMBs should connect their CTV efforts with other digital platforms such as social media, paid search, and retargeting. 

For example, a viewer who watches your ad on Hulu could later see a retargeting ad on Facebook or Google, reinforcing your brand message and guiding them further down the purchase journey. This cross-channel marketing approach builds consistency, strengthens brand recall, and increases the likelihood of converting viewers into customers.

Final Thoughts:  Path to Smarter CTV Performance

Connected TV is no longer just for big brands. With the right strategy, ambitious SMBs can use CTV ads to grow faster, smarter, and stronger than ever before. It’s time to re-evaluate your approach and unlock the full potential of this channel.

Ready to launch smarter CTV campaigns? Connect with Ready2Ride today, and let’s begin your journey with effective performance.