For years, television advertising was often seen as something only national brands with large marketing budgets could afford. Today, that's no longer the case. Thanks to the growth of Connected TV (CTV)—television content streamed through internet-connected devices like smart TVs, streaming sticks, and gaming consoles—small businesses now have access to advertising opportunities that were once out of reach.
According to the Interactive Advertising Bureau (IAB), digital video is expected to account for nearly 60% of all U.S. TV and video advertising spend in 2025, reflecting the continued shift toward streaming platforms and more accessible advertising solutions. Learn more in the IAB's 2025 Digital Video Ad Spend & Strategy Report.
One of the biggest advantages of Connected TV advertising is its ability to combine the impact of television with the targeting capabilities of digital marketing. Rather than purchasing airtime across an entire television market, businesses can reach audiences based on factors such as geography, demographics, and viewing behaviors. This allows local businesses to promote their products and services more efficiently while making the most of their advertising budget.
At the same time, streaming audiences continue to grow. Nielsen reports that streaming represented 43.8% of all TV viewing in the United States as of March 2025, with ad-supported streaming creating even more opportunities for businesses to connect with potential customers. Read more from Nielsen's Connected TV is Transforming Advertising report.
As consumers continue embracing streaming services, Connected TV provides an opportunity for businesses of all sizes to build brand awareness and reach customers where they're already spending their time. Whether you're introducing your company to a new audience or supporting a broader marketing campaign, CTV can be an effective addition to your advertising strategy.
If you're interested in learning how Connected TV advertising can help your business grow, visit Hotwire Communications Advertising Solutions to learn more about available advertising opportunities.
Disclosure: This article was developed with the assistance of generative AI and reviewed by the Hotwire Communications team prior to publication.
