If you’ve been hearing the buzz about Connected TV, or CTV, and wondering what it means for your business, you’re not alone. The good news is that CTV isn’t some complicated tech fad, it’s simply how TV advertising is evolving (think Advanced TV), and it’s opening new doors for local businesses.
Let’s break it down in plain English, with real examples that make sense for Australian small and medium businesses.
What Exactly Is CTV?
CTV stands for Connected TV. In simple terms, it means any television connected to the internet. This includes smart TVs, streaming devices like Apple TV or Chromecast, gaming consoles like Xbox or PlayStation, and some newer set-top boxes.
Unlike traditional TV, where everyone watches the same show at the same time, CTV lets viewers stream on demand. They decide what to watch, when, and often on which device. Popular Australian streaming platforms include 7Plus, 9Now, 10Play, SBS On Demand, Binge, Kayo, Tubi, even YouTube on TV.
How Is CTV Different from Traditional TV Advertising?
Think of traditional TV ads like shouting your message to a packed stadium. You pay for the megaphone, but you don’t get to pick who’s listening. Your ad runs to millions, most of whom might not be interested in what you’re selling.
CTV flips this model on its head. It’s more like whispering directly into the ear of your ideal customer while they watch their favourite show in their lounge room.
What Makes It Special for Local Businesses?
Pinpoint Targeting: You can choose exactly where your ad appears by suburb, postcode, age group, interests, and more. Want to reach young families in your postcode who love cooking shows? CTV makes that possible.
Flexible Budgets: No need to commit to huge upfront costs. Start small, evaluate your ads, learn what works, then scale up. This levels the playing field with big brands.
Instant Reporting: No more guessing if your TV ads worked. You get detailed data on who watched, for how long, and what they did afterward whether that’s visiting your website or walking into your store.
Premium Placement: Your ads run during shows viewers want to watch, not filler programs or late-night reruns.
Why Should Local Businesses Care?
If you run a local gym, restaurant, retail store, or service business, CTV lets you focus your ad spend on people most likely to become customers. Instead of advertising to an entire city, you can target just your postcode or a specific demographic that matches your customer base.
Imagine this: You’re a family-owned bakery in Melbourne’s inner north. You want your Christmas specials to reach nearby people who love fresh bread and festive treats. CTV lets you serve your ad only to those households during prime streaming hours, so your budget isn’t wasted on viewers elsewhere.
The Benefits of CTV for SMBs
- CTV combines the shine of TV with data-driven targeting and measurement.
- It aligns your ads with premium, brand-safe content.
- CTV builds brand awareness, complementing digital marketing channels.
- Shifting budgets to CTV offers a new route to reach engaged audiences.
This opportunity flows both ways: SMBs get a powerful, measurable channel to build brand awareness and reach wider audiences with the engagement factor of TV. At the same time, CTV platforms win by expanding their advertiser base beyond big brands.
How Does It Work in Practice?
Here’s a simple example:
A local gym wants to attract new members aged 25 to 45 in a specific suburb. Using CTV targeting, their ad plays only on smart TVs in that area during popular fitness and lifestyle shows on 7Plus and 9Now. The gym owner tracks how many people saw the ad, visited the website, or signed up for a trial. This kind of precision was impossible with traditional TV ads.
What About Creative? Does It Need to Be Fancy?
One big myth is that TV ads must be expensive or glossy. With CTV, authenticity often wins. Real people, simple messages, and clear calls to action work best for local businesses.
Plus, many platforms offer creative tools and templates to help build ads quickly and affordably, no need for a big production crew. Platforms like Streamr.ai, Universal Ads, and Nine’s Ad Manager even use generative AI to create perfect TVCs for any SMB.
The Bottom Line
CTV is TV, but smarter, more flexible, and more affordable. It’s the kind of targeted advertising most small businesses have dreamed of but never accessed until now.
At Dorrington Media, we specialise in helping local businesses make CTV work. From pinpointing the right audience and crafting the right message, to launching and measuring campaigns, we take the guesswork and headaches out of TV advertising.
If you’re ready to reach the right customers on the biggest screen in their home, CTV is your opportunity.
Let’s chat and explore how it can help your business grow.
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