Connected TV (ads on internet-connected televisions) has brought big-screen advertising into the digital auction format, with targeting and accessible budgets. For an SME, it is a way to gain awareness and credibility, as long as expectations are realistic.
The essentials in a definition
Connected TV (CTV) lets you advertise on television screens with digital targeting and more accessible budgets than traditional TV, which makes it an option for SMEs to test. Expectations should be realistic: the format generates awareness, not direct clicks. Think with Google studies, IAB video standards and audience data from INE help frame costs and reach.
What it is and why it is growing
Viewers watch content through apps and streaming services, and ads appear on those screens, with targeting by interests, location and lists. There are formats of 15 to 30 seconds and sometimes non-skippable, with good completion rates.
With smaller budgets than traditional television, it has come within reach of more companies.
What to expect
Mainly awareness and brand preference, rather than immediate sales. The effect is usually seen in brand searches, direct visits and conversions in capture channels. A good big-screen creative, with good visual quality and a clear message, makes a difference.
Avoid expecting immediate response: nobody clicks from the sofa.
Testing connected TV in an SME
- Create a clear big-screen creative
- Test in one region with a limited budget
- Measure brand searches, direct traffic and sales
- Compare with regions without a campaign
Costs and budget
Costs per thousand impressions are higher than on social media. The value lies in context and attention. Start with a test of a few weeks, with a limited budget, in one region, and measure the effect. Check platforms’ minimum budget requirements.
Make sure the brand and site are ready for the increase in demand.
On the big screen, the aim is to be remembered, not clicked.
Measuring
Compare the evolution of brand searches, direct traffic, enquiries and sales between regions with and without the campaign. Use codes or dedicated pages. Track the effect on other channels (remarketing, search). Ask for completion and reach reports.
Record learnings for future decisions.
Decision table
| Aspect | Reality | Implication |
|---|---|---|
| Format | Full-screen video, in the living room | Clear, visual message, not dependent on clicks |
| Targeting | By area, interests and context | More precision than traditional TV |
| Costs | Lower entry, but with minimums | Plan a multi-week test |
| Measurement | Indirect (brand searches, codes, tests) | Define indicators before starting |
Common mistakes to avoid
- Expecting direct conversions. Television creates demand, not immediate clicks.
- Reusing social video. The format requires creatives designed for a big screen.
- Budget too short. Without enough reach, the effect is not seen.
How to measure the result
Compare, between the area with ads and the control area, brand searches, direct visits, sales and codes used, over several weeks.
Limits and exceptions
CTV formats, prices and availability vary by market and change, and measurement is less precise than in search. Audiences are fragmented and transparency on placements may be limited. In small markets, inventory may be reduced. Test carefully, ask for placement reports and be ready to conclude that other channels earn more.
Illustrative example
Illustrative example: a regional brand tests CTV for four weeks in one area, with a 30-second video and an exclusive short address. It keeps another area for comparison. It tracks brand searches, visits to the address and sales by region. The effect shows in searches and local sales, and the brand decides to repeat with adjustments.
In practice: checkpoints
Start with a small, regional test and a creative designed for the big screen. Measure with brand searches, a dedicated web address or code, and compare with regions without the campaign. Expect to need a clear call to action that works without a click.
Frequently asked questions
Is it worth it for an SME?
It can be as a regional test, with realistic expectations and good measurement.
Which creative works?
Short, clear, with a visible brand and a simple message.
How do I measure the effect?
With brand searches, sales by region and dedicated codes.
Does CTV pay off for an SME?
It can as a regional test, with an awareness objective and measurement by comparing areas.
How long is the ad?
Generally 15 to 30 seconds, with a clear message and visible brand from the start.
Connected TV brings awareness with digital targeting; test by region, with a big-screen creative and measurement by comparison, not by clicks.
Sources and recommended reading
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.