How Does CTV Advertising Help Local Businesses?
In today’s digital-first landscape, traditional marketing methods are no longer the only way to get in front of your audience—especially for local businesses. CTV (Connected TV) advertising has emerged as a powerful and accessible tool, providing local brands with the opportunity to advertise on the biggest screen in the house—smart TVs—without the high costs and inefficiencies of traditional TV.
So how does CTV advertising help local businesses thrive in a competitive market? From hyper-targeted ZIP code reach to measurable return on investment (ROI), this post dives into the ways CTV marketing strategy is transforming local business advertising.
TABLE OF CONTENT
What is Connected TV Advertising?
Connected TV (CTV) refers to any television connected to the internet that can stream digital content, including Smart TVs, Roku devices, Amazon Fire Sticks, Apple TV, and gaming consoles like Xbox and PlayStation.
CTV advertising is the placement of video ads on these platforms, allowing local businesses to reach consumers watching streaming content on their TVs. It’s often part of a broader programmatic TV advertising strategy that uses real-time data to deliver highly targeted ads.
The Difference Between OTT and CTV
Feature
OTT Advertising
CTV Advertising
Delivery Method
Any device over the internet (phones, tablets, etc.)
Internet-connected TVs and devices (Roku, FireTV)
Viewer Engagement
Small (mobile, desktop)
Large (TV screen)
Format Type
Moderate
High (lean-back experience)
Platform Focus
Pre-roll, mid-roll, banner
TV-style full-screen video
Ideal For
Broad digital reach
In-home, high-impact branding
OTT vs CTV is less about competition and more about context. Most CTV campaigns are technically OTT campaigns displayed on TV screens, but the platform used and screen size change the user's experience—and advertising effectiveness.
Key Benefits of CTV Advertising for Local Businesses
1. Precision Targeting by ZIP Code
Using connected TV targeting, local businesses can define exactly who sees their ads:
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Geographic targeting by state, city, or ZIP code
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Behavioral targeting based on interests, streaming history, or purchase intent
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Demographic targeting including age, income level, and household status
Example: A boutique salon in Boise can show ads only to female homeowners aged 30–55 within a 10-mile radius, ensuring every impression is relevant.
2. Cost Efficiency and Lower Barriers to Entry
Traditional TV campaigns require massive budgets, regional media buying, and upfront commitments. In contrast, CTV ad costs operate on a cost-per-thousand-impressions (CPM) model, letting local businesses:
-
Spend as little as a few hundred dollars
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Avoid wasted impressions on out-of-market viewers
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Only pay when their ad is shown
Smart Spend Insight: A neighborhood gym might spend $500 to deliver 30,000 local impressions—something unthinkable with legacy cable buys.
3. Engaged and Intent-Driven Audiences
Unlike traditional TV, viewers on CTV platforms choose what to watch—and when.
This makes them:
-
More alert
-
More receptive to advertising
-
More likely to remember the message
According to Nielsen, ads on CTV have up to 47% higher completion rates than mobile or desktop video ads.
4. Measurable ROI and Real-Time Analytics
CTV advertising offers data-rich metrics, including:
-
Impressions
-
Video completion rates
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Time of day
-
Devices used
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Click-through rates (if interactive)
Campaigns can be optimized on the fly based on this performance data—a game-changer for local business advertising.
5. Brand Credibility Through Premium Streaming Content
Appearing next to content from Disney+, Hulu, Peacock, and other premium channels elevates your brand’s perceived authority.
Consumers often associate CTV ads with:
-
Professionalism
-
Stability
-
Community relevance
Just like traditional local TV advertising, but with digital efficiency.
Source(s): Nielson and Case studies from Roku, Hulu Ad Manager, and Amazon Ads
Real-Life Examples of Local CTV Advertising Success
Example 1: Convenience Store Boosts Food Sales
A regional convenience store chain used connected TV ad campaigns to promote two specific locations. In just 4 weeks:
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Smoothie sales jumped 930%
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Pizza deal redemptions grew 77%
Example 2: Local Theater Sells Out Subscriptions
A performing arts theater used CTV ads to promote their season ticket campaign. Within one week:
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500+ visits to their ticketing page
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Full subscription package sellout
Example 3: Car Dealership Drives Foot Traffic
A small-town car dealership launched a 15-second CTV campaign showcasing weekend specials. It resulted in:
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3x increase in showroom visits
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Direct attribution via coupon codes displayed in the ad
How to Get Started with CTV Ad Platforms
Some of the most popular and accessible CTV ad platforms for local businesses include:
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Hulu Ad Manager – Geotargeting and self-service ad buying
-
Roku OneView – Integrates with your CRM and Google Analytics
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Amazon Ads – Combines streaming and ecommerce targeting
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YouTube TV – Run video ads to audiences watching live streaming TV
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Simpl.fi – Built for multi-location and ZIP code targeting
Tip: Many local businesses partner with a digital agency to run their programmatic TV advertising campaigns more effectively.
Best Practices for Local Business CTV Campaigns
- Keep Your Ad Short: 15 to 30 seconds is the sweet spot.
- Show Local Relevance: Include your city or ZIP code.
- Include a CTA: Tell viewers to visit your store, website, or call.
- Use a Vanity URL or Coupon Code: Track performance.
- Run Campaigns in Flights: Test different time slots and creatives.
- Geo-Fence Competitors: Run ads in neighborhoods around competing businesses.
Conclusion: Final Thoughts
For years, local businesses were priced out of television advertising. But CTV advertising has leveled the playing field—offering cost-effective, data-driven, and visually powerful marketing that drives real results.
By adopting a smart CTV marketing strategy, local business owners can now build brand equity, reach nearby consumers, and grow revenue—all without blowing their budgets.
Whether you’re a bakery, gym, medical spa, or dealership—advertising on streaming TV is no longer optional. It’s a competitive edge.
Author of This Post
Alexander Robinson III
Founder/Director of SEO
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FAQ's
CTV ads typically start at $10–$35 CPM, allowing you to control spend. Small campaigns can launch with as little as $500–$1,000/month.
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