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 could afford, many SMBs are starting to explore what it might do for their marketing.
In conversations with business owners and marketers across the Cleveland area, the same questions come up again and again about cost, creative, timing and measurement. Here are four of the most common — and the answers every local company should know before investing in CTV.
1. Can I afford 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 they may be thinking of massive national buys that are always out of budget range. They’re not aware that there are more accessible digital options.
I always tell brands that if they can afford campaigns on Spectrum, they can afford to test CTV — provided they meet certain conditions, which I’ll discuss shortly.
To keep things within budget:
- Start small by targeting your immediate area.
- Focus on building a baseline for measurement.
Dig deeper: 7 barriers advertisers need to overcome to grow CTV
2. What if I don’t have the money for CTV creative?
The other part of the “Can I afford it?” question — beyond channel placements — is whether SMBs can cover the video production costs that come with CTV.
Creative can be challenging, especially without in-house resources, but there are workable options. With AI editing tools speeding up production, you can find high-quality freelancers who can produce strong 15- or 30-second spots for much less than expected — even under a thousand dollars.
To save time and resources:
- Ask your freelancer to help with storyboarding before the shoot. They’ll know what fits into short spots.
- Consider using stop-motion effects.
Dig deeper: How to make 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 close behind during and after your campaign runs.
Given that, it’s critical to optimize what users find when they search for you. Until you do, hold off on testing CTV.
On your Google Business Profile, make sure your office information, hours and phone number are up to date and that you have a healthy set of customer reviews. If not, get everything 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 a credible reflection of your business? In short, is it worth paying for ads that send more people there?
Finally, do you have Google Analytics set up? Without it, 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 full-funnel growth loop
4. How do I measure CTV?
Measurement for SMBs should look different from 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.
- Track impact on other channels: Monitor brand search, clicks and website visits when you know your ads are airing. You can also use unique URLs, such as yourbrand.com/TV and watch traffic to that page in Google Analytics.
- Gather anecdotal feedback: Ask customers how they heard about you when they call or visit, in person or online. It won’t be perfectly accurate, but directional insight is enough at this stage.
Dig deeper: How to assess CTV’s impact on other ad channels
What makes CTV a smart next step
CTV offers digital precision targeting that lets you segment by location, household income and viewing habits.
Programmatic buying provides flexible budget allocation and better control over frequency, while non-skippable formats give CTV an edge over other upper-funnel digital channels.
Despite these advantages, it remains underused by local businesses — creating opportunity for those willing to act early.
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