The rise of Streaming TV advertising and its benefits
Television is not what it was ten years ago. Today, millions of Mexicans watch their favorite series, movies, and live content through streaming platforms, and this shift represents a huge opportunity for digital agencies looking for new channels for their clients. According to recent data, streaming accounts for nearly 45% of total television consumption in the United States, surpassing both broadcast and cable television. In Mexico, the trend is following the same accelerated path.
If you work at a digital marketing agency and your clients are not yet exploring how to advertise on streaming TV, they are leaving money on the table. Connected TV advertising allows you to reach specific audiences with the same premium experience as traditional TV, but with the precision of digital marketing. The average return on investment in CTV is 4.5 times higher than on linear television, making it an alternative that no agency should ignore.
The best part is that you no longer need million-dollar budgets or endless negotiations with TV networks. Self-service platforms have democratized this channel, allowing mid-sized agencies to launch professional campaigns in a matter of days.
Key differences between traditional TV and Streaming
Traditional television operates on a broadcasting model: you buy slots at specific times and hope your target audience is watching that channel at that moment. It is like casting a net into the ocean hoping to catch something. Streaming, on the other hand, works on demand: users choose what to watch and when to watch it, which means your ad appears when they are actively engaged with the content.
Another fundamental difference is in measurement. In broadcast TV, you rely on estimates based on audience samples. In CTV, you get precise data on impressions, completed views, and actual reach. You can know exactly how many people watched your entire ad, not just statistical approximations.
Advantages of audience segmentation
This is where streaming TV really shines for agencies. You can segment by geographic location down to the city level, by interests based on consumption behavior, by demographic data, and even by device type. A restaurant in Guadalajara can show its ad only to people in the metropolitan area who have shown an interest in gastronomy.
The statistic that surprises many advertisers the most: 69% of CTV users prefer watching free, ad-supported content over paying for ad-free services. This means your audience doesn't just accept ads; they expect them as part of the experience.
Step 1: Define your goals and ideal audience
Before spending a single dollar, you need absolute clarity on what you want to achieve. The most common goals for streaming TV campaigns include brand awareness, product consideration, website traffic, or lead generation. Each goal requires different metrics and affects how you structure your campaign.
For an agency managing multiple clients, this step is critical. A new e-commerce business needs to build awareness before expecting direct conversions. An established brand might focus on specific promotions. Define a primary and a secondary goal, but don't try to achieve everything in a single campaign.
Identifying demographic and behavioral profiles
Build a detailed profile of your ideal audience. It’s not enough to say "women aged 25 to 45." You need to understand their content consumption habits: which platforms they use, what genres they prefer, what times they stream, and what devices they use.
CTV platforms allow you to segment by interests like sports, cooking, technology, travel, or entertainment. You can also create audiences based on purchasing behavior or previous visits to specific websites. The more specific your profile, the better your return on investment, as you avoid wasting impressions on people who would never be your customers.
Step 2: Select the right streaming platforms
Not all streaming platforms are the same, nor do they reach the same audiences. Pluto TV, The Roku Channel, Samsung TV Plus, and other options have distinct user profiles. Your selection should be based on where your target audience is, not on which platform is the most well-known.
Research the demographics of each platform available in Mexico. Some have higher penetration in large cities, while others reach secondary markets. Some attract younger audiences, while others appeal to families. This initial research largely determines the success of your campaign.
Types of inventory: AVOD vs. SVOD
AVOD inventory stands for "advertising video on demand," meaning free content funded by ads. Platforms like Pluto TV operate under this model. SVOD inventory is "subscription video on demand," paid services that now include ad-supported tiers, such as Netflix or Disney+ in their more affordable plans.
For most mid-sized agencies, AVOD inventory offers a better cost-benefit ratio. CPMs are usually more accessible, and the audience is already accustomed to watching ads. Premium SVOD inventory can work for brands looking to associate with specific high-profile content, but it generally requires larger budgets.
Step 3: Create creative content optimized for the big screen
Your ad will appear on 50-inch TVs or larger. This completely changes the creative game. What works on Instagram or YouTube doesn't necessarily work in someone's living room. You need high-quality production that looks professional on the big screen, with clear audio and messaging that is easy to understand without needing to read small text.
The first three seconds are critical. Unlike other digital formats, users generally cannot skip ads on CTV, but that doesn't mean they are paying attention. Capture their interest immediately with a striking image, a provocative question, or a clear benefit.
Technical specifications and recommended formats
The standard formats for CTV are 15 and 30-second videos. The 15-second spot works best for simple messages and brand recall. The 30-second spot allows you to tell a more complete story or explain complex products. Some platforms accept 6-second formats for high-frequency bumpers.
Typical technical specifications include a minimum resolution of 1920x1080, MP4 or MOV format, a bitrate of at least 15 Mbps, and stereo audio. Ensure your video has no black bars and that important elements are not placed near the edges, where they could be cut off on some screens. Platforms like Masha offer generative AI creation tools that make it easy to produce optimized content without the need for expensive production teams.
Step 4: Set up your campaign and budget
The budget for streaming TV is more flexible than you might imagine. Advertisers in the United States invested approximately $33 billion in CTV during 2025, an increase of 16% over the previous year. But you don't need to compete with those budgets to get results. Effective local campaigns can start from $2,000 MXN per month.
Define your budget based on your goals and the size of your audience. A reach of 50,000 impressions per month may be sufficient for a local business. A national brand will need to scale significantly. Calculate your target CPM and work backward to determine how many impressions you can buy.
Buying models: Direct vs. Programmatic
Direct buying involves negotiating directly with each streaming platform. This can give you access to premium inventory and guaranteed placements, but it requires time, contacts, and generally high minimum investments. For large agencies with clients who have substantial budgets, it may be worth it.
Programmatic buying automates the process through platforms that aggregate inventory from multiple sources. It is more efficient, allows for real-time optimization, and generally has more accessible minimums. For mid-sized agencies managing multiple clients, the programmatic model or self-service platforms like Masha allow you to launch campaigns in minutes without intermediaries or long negotiations, with transparent pricing and fixed CPMs.
Step 5: Measure performance and optimize your results
Launching the campaign is just the beginning. The real advantage of streaming TV over traditional television lies in the ability to measure and optimize in real time. Don't wait weeks to see results: check your metrics daily during the first few weeks and adjust based on what you see.
Projections indicate that streaming advertising revenue could grow 40% over the next four years, going from $26.5 billion in 2025 to $37.3 billion by 2029. This growth means more available inventory and better measurement tools. Agencies that master these metrics now will have a significant competitive advantage.
Key metrics: VCR, reach, and attribution
VCR, or Video Completion Rate, measures what percentage of users watched your ad in its entirety. On CTV, rates above 90% are common because users cannot skip the ads. If your VCR is well below that benchmark, review the quality of your creative content.
Reach tells you how many unique people saw your ad, while frequency shows the average number of times each person saw it. A frequency of 3-5 is generally optimal for brand awareness. Anything over 7 can lead to ad fatigue.
Attribution connects your ad views to subsequent actions like website visits, brand searches, or conversions. This requires integrating your CTV campaign with your analytics tools. Some platforms offer native attribution that makes this tracking easy without complex setups.
Your next step toward streaming TV
Streaming TV advertising is no longer exclusive to large corporations. Mid-sized digital agencies now have access to the same premium audiences, with superior targeting tools and flexible budgets. The five steps we reviewed provide a clear framework to get started: define objectives, select platforms, create optimized content, set up your campaign, and measure obsessively.
If you want to explore this channel for your clients without the hassle, platforms like Masha allow you to launch CTV campaigns starting at $2,000 MXN, with no contracts or minimum spend requirements, and registration in under five minutes. See how it works and start offering streaming TV as part of your service portfolio.
