CTV Isn’t Just for Giants: How Challenger Brands Can Win on Streaming Platforms

The Democratization of the Big Screen

There was a time when TV advertising was the exclusive playground of deep-pocketed corporations. Prime-time spots, massive production budgets, and media buying gatekeepers kept challenger brands out of the game.

But Connected TV changed the rules.

CTV—streaming television watched on internet-connected devices—has created a more accessible, measurable, and targeted version of the traditional TV experience. And while household-name brands were the first to jump in, CTV is now a fertile ground for smaller brands willing to play smart.

In this blog, we’ll explore how challenger brands can:

• Build brand awareness with precision and scale

• Use data and targeting to maximize ROI

• Produce high-impact creative on modest budgets

• Measure results in near real-time

• Compete on a playing field that rewards agility, not just budget size

Why CTV Is a Game-Changer for Challenger Brands

1. Targeting Without Waste

Unlike traditional linear TV, CTV allows for:

• Household-level targeting based on demographics, interests, and behaviors

• Geo-targeting to focus on high-value markets

• First-party data integration for retargeting or exclusion lists

This means challenger brands can spend smarter, reaching only the audiences that matter.

2. Performance Visibility

CTV isn’t a black box. Brands can access:

• Impressions, completions, and view-through rates

• Post-view and post-click conversion tracking

• Incrementality metrics and brand lift studies

This granularity allows brands to iterate quickly, allocate budgets efficiently, and prove ROI to stakeholders or investors.

3. Flexible Buying Models

You don’t need an upfront TV buy to play. CTV can be purchased via:

• Self-serve platforms (e.g., MNTN, Tatari, The Trade Desk)

• Managed service providers

• Private marketplace (PMP) deals with specific publishers

Many platforms offer minimum spends under $10k—ideal for testing and scaling.

Building a Challenger Brand Strategy for CTV

Step 1: Clarify the Campaign Objective

CTV campaigns can serve different stages of the funnel:

• Top of funnel: Build awareness and perception

• Mid-funnel: Drive website visits or branded search

• Lower funnel: Retarget site visitors or recent engagers

Know which KPIs you’re optimizing for—this will shape creative, targeting, and platform choices.

Step 2: Know Your Audience

Use existing customer data or persona research to define:

• Age, gender, income

• Interests and lifestyle

• Streaming behavior (genres, platforms)

Platforms like Roku, Amazon Fire TV, and Samsung Smart TV have granular data you can tap into.

Step 3: Start with Smart Targeting

Targeting approaches for challenger brands:

• Contextual: Place your ad near related content (e.g., a fitness brand near workout shows)

• Behavioral: Reach users based on past digital behavior

• Retargeting: Use CTV to re-engage site visitors

• Lookalikes: Expand reach based on current customers

Niche is powerful. Broad awareness is expensive. Focus on relevance first.

Step 4: Craft Creative That Connects Quickly

Challenger brands don’t need celebrity endorsements—they need authenticity and clarity.

Tips for impactful CTV creative:

• Hook in first 3–5 seconds

• Lead with benefit or value proposition

• Keep it short (15–30 seconds preferred)

• Use captions or supers—many watch muted

• Include a clear call-to-action

Smart creative doesn’t mean expensive. User-generated content, founder-led storytelling, or bold motion graphics can punch above their weight.

Platforms and Tools for Challenger Brands

Some CTV ad platforms that cater to small or mid-sized brands:

• MNTN – Self-serve, performance-focused, retargeting options

• Tatari – Great for attribution and incrementality measurement

• TVScientific – Strong on conversion optimization

• StackAdapt – Multi-channel with solid CTV capabilities

• The Trade Desk – Best for more advanced programmatic buyers

Each offers different strengths—pick based on your objectives and internal resources.

Budgeting Tips for CTV Campaigns

CTV is accessible, but that doesn’t mean you should wing it. Use your media budget strategically.

Starter budgeting framework:

• Initial test: $5K–$20K over 2–4 weeks

• Optimization phase: Identify top creatives and audiences

• Scale phase: Invest in highest-performing segments

Don’t try to hit the entire U.S. on Day 1. Local or regional rollouts often yield stronger learnings.

Case Studies: Challenger Brands Winning on CTV

1. A DTC Skincare Brand

Ran founder-led 30-second spots on Hulu targeted to wellness-conscious women 25–40. Used QR codes for tracking and saw a 30% lift in branded search during the campaign.

2. Boutique Beverage Company

Targeted Roku users watching food and cooking shows. Ran playful, animated 15-second spots with product closeups. Saw a 12% increase in retail foot traffic in test markets.

3. Fintech Startup

Used MNTN to retarget website visitors via CTV. Served 15-second explainer ads across premium inventory and achieved 4x return on ad spend within 6 weeks.

Measurement and Attribution

CTV offers more than just top-of-funnel impressions. Here's what to track:

• Completion Rate: % of users who watched your full ad

• Site Visits Post-View: Often a sign of intent even without a click

• Branded Search Lift: Use tools like Google Trends or incrementality tests

• Offline Impact: Retail traffic or call center spikes

• Attribution Integrations: Platforms like Rockerbox, Neustar, or Google Analytics 4 can help

Tip: Use consistent naming conventions and UTMs across creative and placements to ensure clean reporting.

Creative Ideas That Work for Challenger Brands

• Before & After Demos

• Founder's Story

• Customer Testimonials

• Humor and Personality

• Product in Action (in real-life settings)

• Bold Value Props ("Why Pay More?" or "Ditch the Big Guys")

Remember, challenger brands win by being human, real, and relatable.

Common Pitfalls to Avoid

• Skipping Strategy: Don’t treat CTV like a banner ad. It’s TV. Treat it like it matters.

• Creative Mismatch: Big messages need big energy—make sure your ad has presence.

• Targeting Too Broad: Hyper-focus beats hyper-scale.

• No Post-View Tracking: Always track behavior after ad exposure.

• One-and-Done Mindset: CTV is a channel, not a campaign. Plan for ongoing investment.

The Future of CTV for Challenger Brands

As the ecosystem matures, we’ll see:

• Interactive ads with QR or remote prompts

• Shoppable TV via streaming platforms

• Deeper first-party integrations from ecomm platforms

• Creative versioning with dynamic product insertion

CTV will continue to reward brands that lead with agility, insights, and creativity.

Wrapping Up: You Don’t Need a Super Bowl Budget to Make a Super Impression

CTV is no longer a luxury media channel. It’s a necessary—and increasingly accessible—tool for challenger brands looking to punch above their weight.

With the right strategy, the right partners, and the right creative, even a modestly funded brand can find its moment on the big screen.

Your competitors are already streaming. Now’s your time to get in front of the remote.
Contact us to learn more.