Streaming continued its rise in 2025, finally surpassing traditional linear TV for the first time in history. While traditional linear TV remains steady, independent agencies are adapting fast, balancing classic methods with the growing power of Connected TV (CTV). At Dorrington Media, we leverage Magnite’s SpringServe platform to give small and medium-sized businesses (SMBs) access to data-driven, measurable CTV placements that make every advertising dollar count.
Big Tech has long dominated digital advertising with platforms like Google, YouTube, and Meta offering slick, self-serve ad tools powered by advanced targeting and measurement capabilities. Now, the CTV space is catching up, rolling out simplified, often AI-powered solutions designed specifically to help SMBs plan, buy, and create ads with ease.
SMBs are a massive, mostly untapped market for CTV. Many have traditionally skipped TV advertising due to cost and complexity, instead funneling budgets into digital channels where targeting and results tracking are clearer. But with CTV’s rise and innovations like generative AI for ad creative. TV advertising is becoming accessible, affordable, and relevant for businesses of all sizes.
That’s not to say the path is without challenges. CTV still needs to prove its worth, improve measurement and targeting, and educate SMBs on its benefits. But with so much potential for both advertisers and platforms, the stars are aligning for CTV to claim a bigger slice of ad spend from tech giants and become a core part of SMB marketing strategies.
For decades, TV advertising was the domain of deep-pocketed brands. If you weren’t a national bank or supermarket, the cost and scale of traditional TV campaigns made it impractical to reach just your local audience. Your corner bakery in Moonee Ponds didn’t need to advertise to all of Melbourne, let alone the whole country.
That era is over.
What’s Changed? The Letters: CTV
Connected TV (CTV) think streaming platforms like 10Play, 7Plus, 9Now, SBS On Demand, and Tubi, is opening the door for small businesses to shine on the big screen. In Australia, the BVOD (Broadcast Video on Demand) market is now twice as big as Amazon Prime, Disney + combined.
It’s bigger than YouTube and it’s neck and neck with Netflix. Unlike traditional broadcast TV, CTV lets you zero in on exactly who you want to reach. Want your ad to appear only for families in your postcode? Easy. Target dog lovers who binge on reality shows? Done.
And here’s the kicker: you don’t need a six-figure budget. You can launch campaigns for a fraction of traditional TV costs, paying only to reach people who could become your customers.
Why Does This Matter for Your Business?
Spend Smarter: Every dollar targets the people who matter most to your business. No more wasted budget on broad, unfocused reach.
Measure Results: Track who watched your ad, visited your website, or even walked through your door. You finally get clear data on your TV advertising impact.
Look Like a Big Brand: There’s still something powerful about seeing your business on TV and now, you don’t have to be a big brand to get that spotlight.
Real SMBs, Real Results
We’ve helped local car dealerships sell cars, local plumber unblocks national franchise expansion to recruit new plumbers, and local ice cream store, double their orders. All by harnessing the power of targeted CTV advertising. It’s not luck; it’s smart use of tools and data that put you in control.
Ready to Step Up?
TV advertising isn’t out of reach anymore. The big screen is open for business and that business could be yours.
If you want your logo on the big screen (and your sales to rise alongside it), contact Dorrington Media.
We handle the strategy, creative, launch, and reporting – you just watch the results roll in.
Be Seen, On Screen with Dorrington Media
Email us today to get started: hello@dorringtonmedia.com.au
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