You log into your ad platform, notice your cost-per-click has spiked again, and your results aren't what they used to be. Organic reach on social media is at an all-time low. Meanwhile, your competition is everywhere—even on your customers' TVs. It’s no coincidence: more and more SMBs are combining their digital ad spend with Connected TV (CTV) and streaming ads.
According to a study by IAB Spain and Google, 70% of SMBs in Spain consider digital advertising key to acquiring new customers. If small businesses already rely so heavily on digital, the logical next step is to bring that data-driven, targeted approach to the biggest screen in the house: the television.
The good news: today, any SMB in Mexico and Latin America can advertise on Streaming TV without going through a massive agency, without spending a fortune, and with real-time metrics. The key is understanding how CTV advertising works, what makes it different, and how to use platforms like Masha to get the most out of it.
What is CTV advertising and why should you care?
Connected TV (CTV) refers to any TV content viewed over the internet: smart TVs, Roku, streaming devices, apps like Pluto TV, linear streaming channels, and much more. From a user experience perspective, it’s still "watching TV"; from a marketing perspective, it’s a whole new world where you can target, measure, and optimize almost as if it were a digital campaign.
The shift in habits is massive. In the United States, streaming already accounts for 43.8% of total television time, and that figure grew by 10 percentage points in just two years. When attention shifts to streaming, ad spend is quick to follow.
Big brands have made this crystal clear: an AppsFlyer report showed that 98% of brands believe that Connected TV advertising will surpass mobile in ad spend. If the biggest spenders are betting so heavily on CTV, it’s a sign that the channel works. The difference is that now, that same channel is available to SMBs, too, with self-service tools designed for smaller budgets.
Advantages of CTV for SMBs in Mexico and Latin America
The first advantage is strategic: CTV combines the best of traditional TV (impact, large format, credibility) with the best of digital advertising (targeting, measurement, flexibility). For an SMB, this means being able to appear on your customers' big screens without paying "broadcast TV" rates or committing to months of advertising.
There is also a wave of specific investment in CTV within the region. In Mexico, for example, Equativ estimated that ad spend on Connected TV would grow by 60% during 2023. When a channel grows at that rate, it usually indicates two things: inventory is still relatively affordable, and advertisers are seeing results.
For SMBs, this translates into very concrete opportunities: local campaigns segmented by city or state, ads that only run at specific times, messaging tailored to specific interests (for example, "foodies" or "soccer fans"), and the ability to start with manageable investments. Platforms like Masha allow you to set up streaming TV campaigns starting at $0.01 MXN per view, with no contracts and no minimum investment requirements, something unthinkable in traditional TV.
How to design your CTV strategy step by step
Launching a CTV campaign isn't just about uploading a video and calling it a day. A little strategy at the start makes all the difference between "burning budget" and building a profitable channel that you can scale month after month. The key steps are quite clear: define objectives, understand your audience, set a smart budget, and measure in real time.
With a self-service platform like Masha, this entire process can be done in minutes, but it helps to go in with a clear idea of what you want to achieve. That way, every peso invested works directly toward a goal: more sales, more leads, more web traffic, or greater brand awareness.
Define clear objectives (and avoid the most common mistake)
Before thinking about creative or segmentation, the question is simple: what do you want to achieve with your campaign? Seeking brand awareness is not the same as generating sign-ups on your site or visits to your branch. A recent report by Gracenote found that, although brand awareness is the primary stated objective, 80% of marketing professionals continue to use highly performance-oriented segmentation tactics. This creates campaigns that are not aligned between objective and tactic.
For an SMB, this mismatch can be costly. If the goal is "to have more people in your city know the brand," it is better to use somewhat broader segmentation within your area, with creative designed to make your name, logo, and value proposition memorable. If the goal is "bookings this week" or "product sales," then the creative and the call to action must be much more direct, and the segmentation can be more specific.
Choose your audience well and adapt the message
CTV allows you to segment by location (states, cities), interests, and content consumption habits. With Masha, for example, you can limit the campaign to certain cities, combine it with relevant interests, and adjust the frequency with which a person sees your ad. This avoids showing ads to irrelevant audiences and concentrates the budget where there is a real probability of purchase.
Next comes the message. A 15 or 30-second ad on connected TV must be clear, visual, and direct. The viewer is relaxed, likely with family or friends, and doesn't want to struggle to understand what you're offering. It works very well to structure the message in three blocks: problem, solution, and call to action. Quick example: "Struggling to find a reliable auto repair shop? Shop X checks your car without an appointment, with guaranteed parts. Book today at tallermx.com."
- Include your brand and what you do in the first 3–5 seconds.
- Show the product or service in use, not just a logo.
- Always end with a clear call to action: website, WhatsApp, phone number, or a visit to the branch.
Budget, creativity, and frequency: finding the balance
An important feature of CTV advertising is that it doesn't require massive investments from day one. In fact, the combination of short campaigns, no contracts, and no minimum spend allows you to experiment without taking on too much risk. The trick is to define a campaign budget that is large enough to generate data, but not so high that it hurts if the experiment doesn't work.
You also have to think about frequency: how many times a person will see your ad. Too little frequency and no one remembers you; too much and it becomes annoying. With the real-time metrics offered by Masha, you can adjust on the fly: raise or lower bids, pause segments that aren't working, and reinforce those that are.
Measure results and optimize in real time
Unlike traditional TV, where you only receive reports at the end of the campaign, in CTV you can see live metrics: impressions, completed views, estimated reach, frequency, and, if you connect with external tools, traffic to your site or subsequent conversions. This information is pure gold for an SMB that watches every penny.
In practice, measuring and optimizing means checking your dashboard at least once a week, identifying which audience segments are responding best, and moving budget toward them. If a creative has a higher completion rate, it’s worth prioritizing it. If one city responds better than another, you can concentrate your ad spend there. The advantage of Masha is that all these adjustments are made in a few clicks, without calls to an executive or paperwork.
Practical examples and tactics for different types of businesses
Every type of business can use CTV advertising differently. A neighborhood restaurant is not the same as a fintech, a dental clinic, or an online school. Even so, there are patterns and tactics that repeat and can serve as inspiration when building your strategy.
A local restaurant, for example, can segment by neighborhood or city, show its dishes in close-up, and push an immediate call to action: “Order now through our app” or “Visit us at Av. X #123, two blocks from the park.” If the ad is shown right before entertainment content at dinner time, the emotional impact is extremely high.
For e-commerce, the play can be more about branding with a touch of performance. You can use CTV to position the brand and a strong benefit (fast shipping, interest-free installments, specialized catalog) and then reinforce it with remarketing campaigns on other digital channels. CTV becomes the premium storefront that opens the door; the other platforms close the sale.
- Professional services (lawyers, accountants, consultants): focus the ad on trust and experience, with clear cases or benefits.
- Health and wellness (clinics, gyms, spas): highlight visible results, testimonials, and limited-time promotions.
- Education and courses: show student stories, concrete results, and payment or financing options.
How to start advertising on Streaming TV with Masha
While large companies like Paramount are promoting advanced measurement solutions for connected TV, such as the recent launch of “Performance Multiplier” in partnership with Taboola designed for SMBs and medium-sized enterprises, the global trend is clear: making CTV measurable and accessible for businesses of all sizes. In Latin America, Masha takes that same idea and brings it one step closer to entrepreneurs and SMBs with a 100% self-service platform.
Launching a campaign is simple: sign up (it takes less than five minutes), upload your video, define the geographic area where you want to appear, choose interests or consumer habits, and set your budget. In less than 10 clicks, your ad can be on its way to Roku, Pluto TV, and other streaming apps, all without intermediaries and with costs starting at $0.01 MXN per view.
The great advantage is flexibility. If you decide to test a new creative, change your target city, or adjust your investment tomorrow, simply log in to the dashboard and edit your campaign in real time. No contracts, no mandatory terms, no phone calls. For an SMB that needs to move fast, this agility makes CTV a channel as manageable as any other digital platform, but with the visual impact and credibility of television.
CTV advertising is no longer exclusive to giant brands. With tools like Masha, any business can appear on Streaming TV, measure results, and optimize campaign by campaign. Ready to launch your first TV campaign? Create your account, prepare your video, and let the biggest screen in the house work for your brand.
Ready to launch your first TV campaign? Don't wait any longer to take your business to the next level with Masha. With our platform, you can start with a budget as low as $2,000 MXN and pay only $0.01 MXN per view. Sign up in less than 5 minutes, choose your favorite streaming platforms, segment your audience, and measure your campaign's impact in real time. Click here and discover how Masha is revolutionizing TV advertising for SMBs in Mexico, making the big screen accessible for your brand.
