For many small businesses, TV advertising has long felt out of reach due to high costs and limited ways to measure results. Streaming TV is changing that, making TV advertising more accessible to businesses with smaller budgets.
Matt Wasserlauf, CEO and Co-Founder of Blockboard, brings over three decades of experience in advertising technology to the conversation, offering expert insight into how streaming TV is changing the opportunities available to small businesses.
What are streaming TV ads, and how do they work?
Streaming TV ads are commercials that appear on connected TVs (CTVs) and other devices people use to watch streaming content. Unlike traditional TV ads, streaming TV ads give businesses more insight into who sees their ads and what those viewers do afterward. This can help businesses show additional ads to people who have already seen them and understand whether their advertising leads to sales or new customers.
Is TV advertising still effective for small businesses?
Yes. Traditional TV advertising has often been too expensive for small businesses, with few ways to measure its results. Streaming TV has made advertising on TV more accessible, with more options for managing budgets and understanding campaign performance.
What are the main benefits of advertising on streaming TV for small businesses?
Streaming TV advertising can help small businesses build brand awareness, attract potential customers, and increase sales. Ads introduce a business to new audiences and encourage viewers to take the next step, whether that means visiting a website, contacting the business, or making a purchase. Businesses can also use campaign data to better understand how their ads are performing.
How much does streaming TV advertising cost, and what affects the cost of a campaign?
Streaming TV advertising can work with a range of budgets. Blockboard’s streamlined, self-service AI-powered advertising platform, BlockVantage, has no minimum spend. Businesses can spend as little as $100 while others invest tens of thousands of dollars in their campaigns. This gives small businesses the flexibility to start with a modest budget and increase their spending as their needs grow.
What are the best practices for creating memorable TV spots on a budget?
Small businesses can invest in professionally produced ads or use a more affordable option, such as BlockVantage Creative. Blockboard's AI-powered creative tool helps businesses create TV ads at little to no cost, without a large production budget. Some advertisers have created ads for free and reported seeing results, including customers who recognized their businesses from TV. The key is to create an ad that fits the budget and gives viewers a clear reason to remember the business.
How can small businesses measure TV advertising effectiveness?
Small businesses can measure the effectiveness of TV ads by looking at results such as sales and new leads. CTV provides data that can help businesses understand whether their ads are contributing to these results. This gives them a clearer picture of how their advertising supports their business goals.
What is Performance TV, and how does it combine the reach of television with the capabilities of digital advertising?
Performance TV focuses on using TV ads to achieve measurable results, such as sales and new leads. TV advertising has traditionally been used to help people recognize and remember a brand. With streaming TV, businesses can also use audience data to understand how their ads perform and whether they help bring in customers. Performance TV combines the impact of TV advertising with a stronger focus on business results.
What's the easiest way to launch a streaming TV campaign?
The easiest way to launch a streaming TV campaign is through BlockVantage. Businesses can launch campaigns directly through the platform without a complicated setup process, making it easier for small businesses to get started with streaming TV advertising on a budget that works for them.
Matt Wasserlauf is CEO and Co-Founder of Blockboard, a blockchain-powered programmatic advertising platform built on transparency and verified delivery. He has more than 30 years of experience in advertising technology, with a career spanning the early days of the internet through the growth of streaming and programmatic media. He previously founded Broadband Enterprises and Torrential, helping advertisers navigate the shift from traditional TV to digital video.
