Imagine watching your favorite streaming series and, between episodes, an ad pops up for a local taco shop in your neighborhood or a dental office a few blocks away. This is already happening in Mexico. Total advertising investment in the country exceeded 140.3 billion pesos in 2024, a 4% increase over the previous year, according to the 2025 Total Media Value Study. And an increasingly larger slice of that pie is moving toward digital television and streaming.
TV still rules… but now it’s connected
In Mexico, television hasn't lost its place in the living room. In fact, 91% of households have at least one television, and most are now smart TVs with internet access, according to the 2024 National Survey on Audiovisual Content Consumption cited by El País. This means the big screen is now also a direct gateway to streaming platforms, apps, and on-demand content.
For brands, this is a total game-changer. "TV" is no longer just broadcast or cable channels; it’s Roku, Pluto TV, sports apps, on-demand news, and much more. The user experience remains the same—sitting in front of the big screen—but behind the scenes, the technology functions like a digital medium: you can segment audiences, measure results in real time, and optimize campaigns almost as if they were social media ads.
The result is a powerful hybrid: the reach and emotional impact of traditional television combined with the precision and measurement advantages of the digital world. And that is where digital TV advertising (CTV and streaming TV) becomes a massive opportunity for all types of businesses, not just big brands.
From banners to streaming: the digital investment boom
Digital advertising in Mexico is no longer the "little sibling" of traditional media. In 2024, brands were already allocating about 60% of their investment to digital media, cementing the country as one of the first Spanish-speaking nations to cross that threshold, according to Expansión. This means the majority of the budget is now being played out in online environments.
And the shift didn't stop there. In 2025, digital advertising investment surpassed traditional media spending for the first time: 54% of total ad spend is now directed toward digital platforms, according to the eMarketer report presented in Monterrey and cited by Publicidad Mty. That 54% includes search engines, social media, online video… and connected television as well.
The pandemic accelerated this entire shift. Many companies that had never invested in digital were forced to do so to survive. This opened the door to exploring new formats beyond the typical Facebook or Instagram ad, including Streaming TV advertising, where the user is relaxed, in front of the big screen, and paying more attention than when scrolling on their phone.
What digital TV advertising (CTV and Streaming TV) really is
When we talk about "digital TV advertising," we are primarily talking about CTV (Connected TV) and Streaming TV. Simply put: these are video ads that appear within streaming platforms and internet-connected apps, viewed on any screen, but especially on your home television.
It could be a spot that plays before an episode on Pluto TV, an ad within a Roku channel, or a video inside a news app on your smart TV. To the user, it looks like a "traditional TV" ad, but technically it functions just like a digital ad: it is purchased by impressions or views, segmented by location, interests, or content consumption habits, and you can measure how many people saw it and how they engaged with it.
The most interesting part is that you no longer need a giant agency or a million-dollar budget to enter this world. Self-service platforms like Masha allow SMBs to set up their campaign, upload their video, and start appearing on Streaming TV in just a few clicks, without long-term contracts and with total budget control.
CTV vs. social media or YouTube ads
Although it is all “digital video,” the way it is consumed changes significantly. On CTV, the user is usually sitting down, relaxed, perhaps watching content with family or a partner. There are fewer distractions than on a mobile phone, where notifications, messages, and other apps compete for attention.
Furthermore, the big-screen experience helps make the message more memorable: the product looks better, the design is more appreciated, and stories can be told at a more leisurely pace. On social media, by contrast, the user scrolls through content very quickly, and the window to capture their attention is minimal; on connected TV, the context is different, allowing for better brand building.
Why digital TV advertising is an opportunity for your business
For many SMBs and local businesses, TV always sounded out of reach: “that’s for banks, soda brands, and big chains.” The good news is that this has changed. Connected TV takes the best of traditional TV and makes it accessible, measurable, and flexible, on par with any digital campaign.
Whether you have a restaurant, an e-commerce site, a clinic, a private school, or a professional services firm, you can now appear alongside high-quality content on Streaming TV and reach audiences you might no longer see on other media—especially those who have stopped watching broadcast TV but remain loyal to streaming platforms.
Mass reach + smart targeting
The great advantage of television has always been mass reach. With CTV, you maintain that power, but you are no longer “shooting in the dark.” Now you can decide which states or cities you want to appear in, what type of audiences interest you (by interests, lifestyles, or viewing habits), and what type of content you want to appear alongside.
This makes your budget work much more efficiently. Instead of paying to reach the entire country when you are only interested in one region, you speak directly to the people who are near your business or who are most likely to need your product or service. And, because it is a big-screen video environment, the message sticks better in the mind.
Affordable costs and total budget control
One of the biggest myths is that advertising on TV is extremely expensive. With connected TV and self-service platforms, that is no longer the case. You can start with much lower budgets than a traditional TV campaign, define how much you want to invest per day, and pause or adjust whenever you need to, without having to sign multi-month contracts or get involved in complicated negotiations.
Tools like Masha are designed exactly for this: so that a small business can enter Streaming TV without the headache. You set your budget, choose the areas where you want to appear, decide on the schedule, and the platform takes care of distributing your ads across available apps and channels, optimizing to get more views for your investment.
Real-time measurement and constant optimization
The other great advantage of digital television advertising is that you are no longer “flying blind” as you were before. You can see metrics in real time: how many views you generated, which devices your ads were seen on, which geographic areas are having the most impact, and how the cost per view moves as the campaign progresses.
With that data, you can make quick decisions: increase the budget where you are seeing better performance, adjust creatives if one version of your ad works better than another, or rethink your targeting if you notice the campaign isn't taking off in certain cities. TV is no longer a rigid medium; it becomes flexible and optimizable, just like any other digital campaign.
How to launch your first Streaming TV campaign without making your life complicated
Taking the leap into connected TV doesn't have to be complicated or technical. In fact, the process can feel a lot like launching a social media campaign, only here your ads will live on the big screen, within streaming platforms.
A simple path to get started looks something like this:
- Define your goal: Do you want brand awareness in your city? Promote an opening? Push a specific promotion?
- Choose your audience: geographic areas, interests, and the type of content where you would like to appear.
- Prepare your video: a short, clear spot with a direct message and a call to action (“order online,” “book your appointment,” “visit us today”).
- Set up your campaign: dates, total budget, daily cap, and the platforms where you want to appear.
- Launch and monitor: check metrics in real time, make adjustments if you see opportunities, and let the campaign learn.
Platforms like Masha simplify this workflow so you can “advertise on Streaming TV in 10 clicks.” You don’t need intermediaries; you can pay by card or bank transfer and see a dashboard with clear metrics, without complicated jargon. This significantly lowers the barrier to entry, especially if you come from the social media world or are looking to diversify your channels without hiring a large agency.
Quick tips to make your ad perform better
Regardless of the platform you use, there are best practices that help you get the most out of your investment. Ideally, your message should be clear within the first few seconds, your logo and brand should appear early, and your product or service should be clearly shown in action. Think in terms of simple stories: showing a before-and-after, demonstrating how your service is used, or highlighting a key benefit works better than a complicated script.
It also helps to adapt your message to the "couch and big screen" context: visually engaging scenes, polished audio, and a pace that fits the type of content where you'll appear (series, news, sports, etc.). The goal is for your ad to feel like part of the experience, not an awkward interruption.
What’s next: trends for 2025 and beyond
The shift toward digital was not a temporary change. During the pandemic, the adoption of online content accelerated the technological evolution of many companies by up to six times, according to Alexandre Tordjman of DynAdmic Mexico in statements reported by NotiPress. That leap forced businesses to learn quickly and rely more on digital channels to build their position.
Today, that learning curve translates into a more natural adoption of formats like connected TV, streaming, and digital video in general. More and more businesses are combining search engine campaigns, social media, DOOH (digital out-of-home screens), and Streaming TV to build a solid presence, both on the street and in the living room.
For you, the opportunity lies in not sticking only to the usual channels. Digital TV advertising allows you to reach audiences you don't see as much in other media, build your brand with a professional-looking format, and take advantage of flexible budgets. If you already master social media or search engine campaigns, the next logical step is to add Streaming TV to your mix.
What now? Take your brand to the big screen
If your business already invests in digital marketing, you are closer to television than you might think. The difference is that now you don't need huge agencies or unattainable budgets. With self-service platforms like Masha, you can create an account in minutes, upload your video, and start appearing on Streaming TV without any hassle or long-term contracts.
It is worth trying, even if just with a test budget. This way, you can see firsthand how your audience responds, how affordably you can get quality views, and what impact it has on your other metrics: brand searches, direct traffic to your site, sales, or calls. The key is to measure, learn, and adjust.
If you are ready to take the leap, the next TV ad you see in your living room could be yours. Sign up, set up your campaign, and let connected TV work for your brand.
Ready to launch your first TV campaign? Masha opens the doors to streaming TV advertising with ease and at an affordable cost. Forget about huge budgets and long contracts. Starting from just $2,000 MXN and with prices as low as $0.01 per view, your business can have a presence on the most popular streaming platforms, target specific audiences, and measure the impact in real time. Registration is quick and easy, taking less than 5 minutes. Don't wait any longer to take your brand to the big screen and connect with your audience in a revolutionary way. Ready to launch your first TV campaign?
