Article · By Launch Point · Media
A few years ago, TV advertising was a big-brand game. Today, a local business can run a commercial on a streaming service, target it to specific ZIP codes and see results in a dashboard. That’s a real shift, and it’s why streaming TV (also called OTT or CTV) shows up in almost every planning conversation we have.
It deserves the attention. It also deserves a clear-eyed look.
Why CTV is on everyone’s list
The audience has moved. Streaming reached 49.0% of all TV viewing in July 2026, a record high, more than broadcast (19.5%) and cable (18.7%) combined [1].
The money is following. The IAB forecasts U.S. connected TV ad spend will grow 13.8% in 2026, well ahead of the 9.5% growth expected for total ad spend [2].
What CTV does well
It targets like digital. You can reach households by geography, demographics, interests and viewing behavior, instead of paying for everyone who happens to watch a program.
It brings the power of TV creative. Sight, sound and motion still build memory and emotion better than a banner ad.
It’s measurable. Impressions, completion rates, reach and frequency are reported, and many campaigns can connect exposure to site visits or other actions.
It scales to local budgets. You don’t need a national buy to get on the big screen in your market.
What CTV doesn’t do on its own
It isn’t a click machine. People watch TV on TV. Few will stop a show to visit your website. Judge CTV by what it does to awareness, branded search, site traffic and leads over time, not by clicks.
It needs frequency discipline. Too little and no one remembers you. Too much and you annoy the same household. Set frequency caps and watch them.
It needs real TV creative. A resized social video rarely holds up on a 65-inch screen. Plan for 15- or 30-second spots with a clear message, strong branding early and a simple next step.
It needs quality control. Not all streaming inventory is equal. Work with partners who can show you where your ads actually ran.
CTV works best in a mix
Streaming is powerful, but it’s strongest when paired with channels that capture the attention it creates:
- CTV plus paid search: as awareness grows, so do searches for your name. Make sure you’re there.
- CTV plus radio: radio adds frequency and in-car reach at an efficient cost.
- CTV plus retargeting: follow up with households that were exposed to your spot.
- CTV plus trusted local media: pair new reach with the credibility of local news environments.
Research backs the combination. Analytic Partners, citing WARC’s Multiplier Effect research, reports returns up to 100% higher when brand and performance advertising are integrated [3].
Five questions to ask before you buy
- Who exactly are we trying to reach, and how many of those households exist in our market?
- What frequency will it take for them to remember us?
- Is our creative built for the big screen?
- What other channels will capture the demand this creates?
- How will we measure impact beyond clicks?
The bottom line
Streaming TV isn’t a trend to chase or a box to check. It’s a channel with specific strengths. Used with intention, it puts a local business on the biggest screen in the house, in front of the right households, at a budget that makes sense.
Thinking about streaming TV? Schedule a Conversation with the Launch Point media team, or read the full Local Media Playbook.
Sources
- Nielsen, The Gauge (July 2026), published Sept. 10, 2026. https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/
- IAB 2026 Outlook Study, Jan. 28, 2026. https://www.iab.com/news/outlook-study-forecasts-9-5-growth-in-u-s-ad-spend/
- Analytic Partners, ROI Genome (updated 2025). https://analyticpartners.com/knowledge-hub/roi-genome/brand-marketing-drives-sales-roi-and-even-performance-campaigns-dont-cut-it/