The cost-per-thousand viewers (CPM) for streaming services has recently fallen to between $38 and $40, making them attractive to small and medium-sized business (SMB) advertisers. Brands like Naturepedic have experienced positive ad campaign results in major urban areas, leading more SMBs to explore connected TV (CTV) advertising. With analyst insights highlighting a trend of budget reallocations from linear TV to CTV, smaller advertisers are increasingly using streaming platforms to target specific audiences effectively while managing ad expenses.
The cost-per-thousand viewers (CPM) for streamers is now between $38 to $40, making them viable alternatives for SMB advertisers.
Naturepedic's Chief Growth Officer admitted he had "little faith" in CTV initially, but a subsequent campaign saw impressive results.
Schultz noted that streaming prices have lowered sufficiently, making small advertisers feel more at ease with investing in CTV ads.
Five clients of Collective Measures recently redirected their budgets from linear TV to CTV, indicating a growing trend among SMBs.
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