A neighborhood restaurant in Guadalajara, a dental clinic in Monterrey, or an online store that ships across Mexico can now appear on the same screen where people watch their favorite series. This isn't science fiction: it's Connected TV (CTV), and it's booming in the country. Today, 67% of Mexicans enjoy content on CTV devices, especially movies, series, and soccer, according to recent data from Comscore. That is the screen where your brand should be.
The good news: it’s not just about "being on TV," but about reaching the right audience, at the right time, and within the right content. This is where CTV targeting becomes your best ally. With the right combination of location, interests, and viewing habits, an SMB can compete with major brands without needing a massive budget.
This article breaks down, with examples tailored to the Mexican context, how to effectively target your audience on CTV, what data to use, what mistakes to avoid, and how to leverage self-service platforms like Masha so that advertising on Streaming TV is as easy as launching a social media campaign… but with the impact of television.
CTV Landscape in Mexico: Why Targeting is Key
Before discussing strategies, it’s worth sizing up the opportunity. A Comscore study revealed that 65% of internet users in Mexico consumed connected TV in 2024, which is equivalent to more than 51 million people who already watch content via CTV in the country, according to Mundo Contact It’s no longer a techie niche: it’s a mass medium.
This completely changes the game for advertising. You aren’t just buying general ratings like on traditional TV; you’re buying audiences with measurable digital behaviors. You can filter by city, interests, and even content consumption habits. CTV blends the best of TV (large format, sound, attention) with the best of digital (segmentation and real-time metrics).
This is where segmentation becomes strategic: with millions of people watching CTV, it makes no sense to pay to reach everyone. The smart move is to focus on those most likely to become your customers: people who live near your business, fit your average ticket size, or already show interest in related categories.
Know your CTV audience: devices, habits, and context
The way people connect to CTV also matters. In Mexico, 95% of users access CTV via Smart TVs, 64% use game consoles, and 48% use streaming devices like Roku or Amazon Fire Stick, according to an analysis by PRODU. This tells you that most people are watching your ads while relaxed, on the couch, with their attention on the big screen.
Furthermore, specialists like Gloria Roncancio from Netflix point out that the CTV offering is already a daily habit and increasingly democratic, which means it’s not just about big premieres; it also includes free content, FAST channels, and ad-supported platforms. In other words: your ads don’t feel as “intrusive” as they do on other channels, provided the message is well-segmented and adds value.
To segment better, it helps to ask yourself a few questions about your ideal CTV audience:
- What type of content are they most likely to be watching? News, entertainment, sports, movies?
- Do they watch TV alone, as a couple, or with family? That changes the tone and type of message.
- Are they connecting from a big city, a small town, or multiple areas at once?
- How likely are they to take immediate action? (for example, ordering food delivery from their phone while watching a series).
The clearer this mental picture is, the easier it will be to take advantage of the segmentation options offered by a Streaming TV platform like Masha: location, interests, content types, and more, without needing to master complicated technical terms.
CTV targeting types that actually work in Mexico
The magic of CTV isn't just about being able to "appear" on the screen, but about precisely choosing who will see your ad. These are the targeting strategies that tend to deliver the best results for businesses in Mexico, from SMBs to growing brands.
Geographic targeting: states, cities, and service radii
If your business has a physical presence (restaurant, office, gym, local shop), geographic targeting is your best friend. Instead of paying for all of Mexico, you can focus on the states or cities where you actually operate. Platforms like Masha allow you to target by state or municipality and show ads only to those who live in or consume content in that area.
A simple example: a beauty salon in Puebla doesn't need to appear in Tijuana. An accounting firm in Querétaro is unlikely to close clients in Mérida. By defining your zones from the start, your budget is concentrated where there is a real possibility of a sale. Even an e-commerce business can prioritize cities where it already has better logistics or faster delivery times.
Interest and lifestyle targeting
CTV allows you to build audiences based on interests and affinities. Advertising a trading course is not the same as advertising a dance school or a fertility clinic. Each category connects with people at different moments and through different content.
Some interests that tend to work well:
- Foodies and delivery for food apps, restaurants, and dark kitchens.
- Sports and health for gyms, supplements, and sports clinics.
- Family and home for furniture, appliances, and home insurance.
- Business and finance for courses, consulting, and SaaS tools.
The key is to align your message with that interest. If you target soccer fans, an ad that uses soccer terminology and adapts to the context of the match will have much more impact than a generic message.
Targeting by viewing habits and content type
Not all screen time is created equal. Binge-watching an intense series at midnight is not the same as having a FAST news channel on in the background in the morning. With CTV, you can play with:
- Content type: movies, series, news, entertainment, kids, and sports.
- Consumption models: on-demand content vs. linear (live) channels.
- Frequency of exposure: how many times you want a person to see your ad within a certain period.
For a food delivery restaurant, it might make more sense to reach people during lunch or dinner hours, when they are already thinking about what to order. For an online university, it might work better to appear alongside inspirational or personal growth content. The more you tailor your targeting to the consumption context, the more relevant your ad will feel and the less it will be perceived as noise.
Practical CTV targeting strategies for Mexican SMBs
A common question from SMBs is: “Okay, I understand the types of targeting… but how do I apply them to a real campaign?” The advantage of CTV is that you can start with simple structures, test, and then refine using data. And, thanks to self-service platforms like Masha, you can get started with no contracts, no mandatory minimum investments, and costs starting at $0.01 per view, which makes experimentation much more accessible.
Context also works in your favor. As Iván Marchant, VP of Comscore Latam, explains, consumers today have much more power of choice, and advertisers are leveraging CTV to reach their audience more effectively, according to an analysis by Empresas 2030. If your competition is already testing CTV with precise targeting, sticking only to social media might start leaving you behind.
Some targeting combinations that work very well for Mexican businesses:
- Local restaurants and dark kitchens
Target by city or broad neighborhood, food interests, and lunch/dinner hours. Use a clear call to action: “Order now from your phone” or “Scan the QR code on screen.” - Online stores selling across Mexico
Start with national targeting, but prioritize cities where your delivery times are competitive. Refine by interests (fashion, technology, home) and test different creative assets based on the product type. - Professional services (lawyers, accountants, doctors)
Target by city and, if applicable, by estimated socioeconomic level based on content type. Messages that solve a specific problem ("stop struggling with the IRS," "book your free consultation") usually perform better than generic branding ads. - Schools, courses, and training
Target by interests (business, professional growth, languages), approximate age, and key cities. If you offer online options, you can expand your reach but highlight testimonials and specific benefits.
The idea is to start with 2 or 3 well-defined segments, not 20. Launch your campaign, analyze in real-time which audience responds best, and then shift your budget toward the groups that give you the most completed views, interactions, or site visits.
Measuring, optimizing, and improving your CTV targeting
The definitive advantage of CTV over traditional TV is that you can measure almost everything. Not just how many times your ad was shown, but on which devices, in which cities, and with what video completion rate. This makes it possible to refine your targeting based on data, not gut feelings.
A key statistic: in Mexico, 86% of users reported having taken at least one positive action toward a brand after seeing an ad on CTV (visiting a site, searching for the brand, considering a purchase), according to Mundo Contact. This shows that CTV doesn't just generate reach; it also moves people to take action, provided the message and targeting are correct.
To make the most of this, focus on:
- Viewing live metrics: impressions, completed views, frequency per user, and top-performing cities.
- Identifying patterns: Do certain cities respond better? Does a specific type of content generate more full views?
- Make quick adjustments: increase or decrease budget by segment, turn off underperforming audiences, and duplicate the ones that work.
Self-service platforms like Masha allow you to see these metrics in real time and make changes without waiting for weekly reports. You can register your account in a few minutes, launch campaigns in less than ten clicks, and adjust your targeting as often as you need, without asking third parties for permission or signing long-term contracts.
Quick checklist and next steps for advertising on CTV
CTV is not a passing fad; it is a channel that is moving real money. In 2024 alone, the video streaming market in Mexico generated revenue of 6.7537 billion dollars and is projected to reach 21.663 billion dollars by 2030, according to estimates collected by Mundo Contact. If consumption and investment continue to grow, it makes sense to get on board early, while you can still stand out with relatively low budgets.
To wrap up, here is a simple checklist before launching your next CTV campaign:
- Clearly define what you want to achieve: local reach, immediate sales, or brand awareness?
- Write a clear description of your ideal customer: where they live, what content they watch, and what time of day they connect.
- Choose a maximum of 2 or 3 segmentation criteria to start (e.g., city + interest + content type).
- Prepare a short, direct video (15–30 seconds) with a single idea and a clear call to action.
- Define your test budget and the minimum campaign duration to gather useful data.
- Use a platform that provides live metrics and flexibility to adjust your course without red tape.
CTV is no longer just for big advertisers. With tools like Masha, you can advertise on Streaming TV in just a few clicks, with no middlemen, no long-term contracts, and no mandatory minimum investments. If your audience is already watching series, movies, and soccer on the big screen, the logical next step is for your brand to appear there too, but with the right segmentation to make every dollar count.
Ready to launch your first TV campaign? Don't wait any longer—discover the power of Masha, the platform revolutionizing streaming TV advertising for SMBs in Mexico. With Masha, you can start your CTV advertising for as little as $2,000 MXN, choose your preferred streaming platforms, target your audience with precision, and monitor the impact of your ads with real-time metrics. Registration is fast, taking less than 5 minutes, and there are no minimum investments or long-term contracts to tie you down. Seize the opportunity to appear on streaming TV alongside major brands, but with an approach that protects your budget, starting at $0.01 per view. Click here to get started and take your business to the next level.
