How Streaming Video Ads Work for Small Businesses (And Why They’re Worth It)

Key Takeaways

• CTV ads show your business on streaming platforms like Hulu and Paramount+, targeted by zip code
• You’re not buying airtime—you’re reaching real people in specific areas with full-screen, unskippable video
• CTV is built for brand awareness, not instant leads—and that’s a good thing
• It’s more flexible and trackable than traditional TV ads from companies like Spectrum
• A campaign to reach the entire Tri-Cities area typically starts around $3,000–$5,000/month

Streaming video ads used to feel like something only big brands could afford. But Connected TV (CTV) has changed that—and now small businesses in places like the Tri-Cities are showing up on the same platforms people use to watch their favorite shows.

If you’re wondering how CTV ads actually work—or whether it’s worth spending your budget on them—this post is for you.

What Is CTV Advertising?

CTV stands for Connected TV. That includes smart TVs, streaming devices like Roku and Fire Stick, and apps like Hulu, Sling, and Paramount+—basically anything someone uses to stream content on a television.

When you run a CTV ad, it plays during someone’s regular streaming experience. It looks and feels like a traditional TV commercial, but instead of buying time on a channel, you’re targeting viewers by location—down to specific zip codes.

CTV doesn’t let you target people based on age, income, or job title. But you can choose zip codes based on known behavior—like areas with younger homeowners, growing families, or higher spending habits.

How CTV Compares to Traditional TV (Like Spectrum)

When people think about running TV ads, they usually think of Spectrum. Their model is still largely linear TV, meaning ads are tied to fixed channels and time slots. They’ve added some streaming options, but it’s limited compared to a full CTV platform.

Traditional TV (Spectrum)	Connected TV (CTV)
Ads shown on set channels at specific times	Ads shown during streaming across platforms
Broad geographic reach (entire region)	Targeted by zip code—ideal for Tri-Cities reach
Limited reporting	Tracks impressions, completion rates, and frequency
Limited streaming inventory	Access to major streaming platforms like Hulu

The bottom line? CTV gives small businesses more flexibility, more data, and more control over who sees your ad and how often.

What CTV Is Good For (And What It’s Not)

CTV is a brand awareness play. It’s not designed for lead generation. Your ad isn’t meant to get someone to call you on the spot—it’s meant to keep your business top of mind so that when someone needs what you offer, they already know your name.

Here’s what it can do well:

• Put your business in front of people while they’re relaxed and focused (and not scrolling)
• Reinforce your other marketing efforts—SEO, PPC, website, and referrals
• Make your business feel bigger and more trustworthy than the competition

We’ve seen this work especially well for:

• Medical clinics in Kennewick trying to stay visible before open enrollment
• Home service providers in Pasco who want to show up during seasonal spikes
• New Richland-based businesses looking to establish brand trust fast

What Does It Cost to Advertise on CTV in the Tri-Cities?

One of the biggest surprises to most business owners? It’s not as expensive as you think.

A solid CTV campaign that targets the entire Tri-Cities area—Kennewick, Richland, Pasco—typically starts around $3,000 to $5,000 per month. That includes full coverage across major streaming platforms and detailed reporting on how many times your ad ran and how many households it reached.

That’s often less than a static billboard—and a lot more engaging.

What Do I Need to Run a CTV Campaign?

You don’t need a national marketing team or a high-end production studio. You just need:

• A clear message and a short video ad (15–30 seconds)
• A set of zip codes or neighborhoods you want to target
• A partner who can place the ads and report back on results

If you’re already doing other forms of digital marketing, this can slot right in and help amplify your message.

Can I Still Get Leads From CTV?

Sort of. People rarely watch a CTV ad and immediately fill out a contact form. That’s not how brand awareness works.

But here’s what does happen: they Google you later, recognize your name from the ad, and now you’re the business they click. Or they see your truck, remember your video, and suddenly you feel more familiar. That’s how CTV drives long-term ROI.

How Do I Know If CTV Is Working?

You’ll get detailed reports showing:

• How many times your ad ran
• How many households it reached
• How often each household saw your ad
• What devices and platforms were used

We can also look at indirect signals—like increases in branded search traffic, phone calls, or conversions from people who were already in your zip code target area.

Is CTV Right for Every Business?

Not always. If your business is brand new and every dollar needs to go toward immediate lead generation, there are faster ways to drive clicks.

But if you’ve already got a solid website and a few campaigns running, and you’re looking to build recognition and grow your presence, CTV is one of the most cost-effective ways to do it.

Want to See If It Makes Sense for You?

Reach out and we’ll walk you through it. No pressure. No hype. Just a realistic look at what a CTV campaign could do for your business—and if it’s the right time to run one.