In the battle for viewers’ attention, one thing is clear—TV isn’t what it used to be. Households are cutting cords, streaming services are booming, and social media is pulling eyeballs in every direction. For all advertisers, this shift creates a critical question: Is traditional TV still worth it, or is streaming the smarter play?
With audiences scattered across multiple platforms—binge-watching their favorite shows on Netflix, catching live sports on cable, and scrolling endlessly through TikTok—grabbing (and holding) their attention is more challenging than ever. Both traditional TV and streaming can put your business in front of viewers, but they work in very different ways.
Let’s break it down so you can figure out which path makes the most sense for your business (and your budget).
Here’s the easiest way to break it down:
Traditional TV delivers the same ad to everyone watching the same channel at the same time. For example, if you’re watching the 6 o’clock news, everyone sees the same car dealership commercial—whether they’re in the market for a car or not. It’s a one-size-fits-all approach that’s great for broad awareness but less precise when it comes to targeting the right customers.
Streaming TV (OTT), on the other hand, is far more personal. Imagine you and your neighbor are both binge-watching the same show on Hulu. While you see an ad for a local gym, your neighbor might see one for a pizza place. The content is the same, but the ads are tailored to fit each viewer’s interests, location, and behavior.
This level of targeting means that local businesses can reach potential customers who are actually interested in what they offer — whether that’s a restaurant, yoga studio, or boutique. Instead of wasting ad dollars on broad, generic audiences, streaming ensures your message lands in front of the right people at the right time.
Running ads on traditional TV is like planning a big wedding. There’s coordination, paperwork, and a lot of moving parts. To get your ad on air, you’ll need to contact multiple parties—local stations (ABC, NBC, CBS) and your local cable company. Each one has its own sales process, pricing, and requirements.
Think of it like visiting multiple car dealerships instead of buying online. Sure, you’ll get personal service, but it takes time and effort.
Mass Reach: Everyone watching the same channel sees your ad.
Great for Live Events: Local news, sports, and major broadcasts draw large audiences.
High-Quality: TV stations broadcast in crystal-clear HD and even 4K.
Limited Targeting: Your ad goes to everyone watching—not just your ideal customers.
It’s Pricey: Prime-time slots can get expensive and fast.
Hard to Measure: TV ratings are estimates, so you don’t always know how many people actually saw your ad.
Streaming (or OTT – over-the-top) advertising is a whole different ballgame. Your ads show up on platforms like Hulu, Tubi, or YouTube TV—during the shows people are bingeing.
The best part? You can target your ads to exactly the right people. That means while you’re watching the same show as your neighbor, you might see an ad for a gym, and they’ll get one for a pizza place.
Super Targeting: Want to reach women under 40 who live within 5 miles of your store? Done.
Budget-Friendly: You can start small, test things out, and scale up when you’re ready.
Real-Time Data: See exactly how many people watched your ad, how long they watched it, and if they clicked through.
Flexibility: Change your ad or adjust your targeting anytime—no long-term contracts are required.
Fragmented Market: Hulu sells ads separately from YouTube TV, so you might need to work with multiple platforms.
Learning Curve: There’s some tech to get used to, but platforms like Skybeam make it easier to manage.
Traditional TV is like throwing a big party—you book the venue, crank up the music, and hope the right crowd shows up. It’s fun and can attract a large group, but there’s no way to control exactly who walks through the door. Some guests will love what you’re offering, while others might wander in, take a quick look around, and leave without engaging.
OTT (Over-the-Top) streaming, on the other hand, is more like curating a guest list and sending out personalized invites. You choose who gets the invite, ensuring the people attending are genuinely interested in what you have to offer. No random party crashers—just the audience that’s most likely to engage, visit, or buy from you.
With OTT, your ad dollars work smarter, not harder, because you can target based on:
Location. Want to reach viewers within a 5-mile radius of your storefront? No problem. OTT lets you drill down to specific zip codes, neighborhoods, or even streets. Whether you’re a coffee shop looking to bring in local morning traffic or a boutique targeting nearby shoppers, you can ensure your ads reach people who are close enough to stop by.
Interests. Imagine being able to serve ads to people who are already interested in what you sell. OTT allows you to target viewers based on their passions—whether that’s fitness, home improvement, pet care, or fashion. If your business offers yoga classes, you can reach viewers who stream health and wellness content. Sell power tools? Target DIY enthusiasts watching home renovation shows.
Viewing Habits – Not all viewers are the same, but their watching habits reveal a lot about them. OTT lets you advertise to people who regularly watch shows, movies, or content similar to what aligns with your target audience. If you’re promoting a new local restaurant, you can serve ads to viewers who binge-watch cooking shows or food-related content, increasing the likelihood they’ll be interested in your offering.
For local businesses, this is a game-changer. No wasted ad spend means you’re not throwing money at broad, generic audiences. Instead, you’re investing in viewers who are most likely to walk through your door, visit your website, or make a purchase. It’s advertising with precision—ensuring every dollar works toward driving real, measurable results.
Let’s face it — one of the biggest headaches with traditional TV advertising is the lack of clear performance data. After your ad airs, you’re left wondering: Did anyone actually see it? TV ratings are based on small sample sizes, and while they provide estimates, they don’t give you the full picture.
With streaming ads, the guesswork disappears.
From the moment your ad goes live, you have access to real-time, actionable insights that help you understand how your TV campaign is performing. This isn’t just about impressions — it’s about engagement, behavior, and results.
How many people saw your ad. No more relying on rough estimates. Streaming platforms provide exact view counts, showing how many unique viewers were reached.
Completion rates – Want to know if viewers watched your entire ad or dropped off halfway through? OTT platforms track how long people stayed engaged, helping you assess creative effectiveness.
Time of viewing – Pinpoint the exact times your ads were seen, allowing you to identify patterns and adjust ad placement for maximum impact.
Click-through rates (CTR) – If your ad includes a clickable link, you’ll know exactly how many viewers interacted and visited your site. This is a game-changer for local businesses looking to drive immediate traffic and sales.
👉 Pro Tip: Before launching your streaming campaign, plan what success looks like. Are you aiming for brand awareness, site visits, or lead generation? Knowing your KPIs upfront will help you measure the right metrics and optimize as you go.
For local businesses, every ad dollar needs to pull its weight — and Skybeam makes sure it does. With real-time performance tracking, audience insights, and competitive data, Skybeam takes the guesswork out of TV advertising, helping you target smarter and drive measurable results.
If one creative outshines another, you’ll know. If certain audience segments are responding better, you can pivot mid-campaign to maximize impact. This isn’t just advertising—it’s agile, data-driven marketing that lets you optimize as you go.
Furthermore, Skybeam’s Insights Hub gives you the inside scoop — for free.
TV Viewership Insights: Discover when and where your audience is tuning in, so you can meet them at the right time.
Competitive Insights: See how competitors are allocating their ad spend and uncover opportunities to outshine them.
Planning Insights: Forecast performance, refine targeting, and build smarter campaigns with predictive data.
Get the data you need to plan, target, and win — without guessing. Whether you’re testing TV for the first time or looking to sharpen your strategy, Skybeam’s free tools help you stay ahead of the curve and outmaneuver the competition.
Choosing between traditional TV and streaming (OTT) advertising depends on your goals, budget, and how hands-on you want to be with your campaigns. Both channels offer unique advantages, but the best fit depends on what you’re trying to achieve and how you measure success.
Go Traditional TV if:
You need fast, broad reach – Want to get your message out to as many people as possible, as quickly as possible? Traditional TV is still unmatched when it comes to reaching large local audiences in one sweep.
You’re promoting live events or broadcasts – If you’re running ads for time-sensitive promotions—like concerts, local sports, or seasonal sales—traditional TV excels at driving awareness and urgency.
Prime-time exposure is the goal – For those who want the prestige and visibility of airing during local news, major sporting events, or hit shows, traditional TV can deliver the high-impact visibility you’re after.
Budget is less of a concern – Traditional TV often requires a higher upfront investment. If you’re ready to invest in broad awareness and don’t need granular targeting, this might be your best bet.
Go Streaming (OTT) if:
You want laser-focused targeting – OTT lets you serve ads based on demographics, interests, location, and viewing habits. This minimizes wasted impressions and ensures your message reaches the right audience.
Data and ROI drive your decisions – Streaming gives you detailed performance metrics—who watched, when they watched, and if they engaged. If you like to track your spend and optimize for better returns, streaming is the way to go.
Your budget is smaller – OTT platforms allow for flexible, cost-effective campaigns, meaning you can run highly-targeted ads without spending like a national brand. Perfect for local businesses with limited budgets.
Real-time adjustments matter – Streaming campaigns aren’t set in stone. You can pause, tweak, or reallocate your budget based on performance. If you like the idea of testing and refining as you go, streaming offers the control traditional TV can’t.
Still unsure which route fits your business best? Good news — we have you covered on both fronts.
If streaming is your focus, Skybeam makes it easy to launch targeted, data-driven campaigns on CTV. But if traditional TV is part of your strategy, our parent company, Simulmedia, gives you access to linear TV advertising with the same precision and performance-driven approach.
With cross-platform solutions under one roof, we help you:
Combine traditional TV and streaming for maximum reach and impact.
Plan smarter by using insights to predict performance across both channels.
Track and optimize campaigns in real-time, whether you’re on CTV, linear TV, or both.
👉 Let Skybeam and Simulmedia help you build a winning TV strategy — no matter the platform.
Streaming isn’t just the future of TV—it’s already here. But traditional TV isn’t going away overnight. That’s why many local businesses are starting with streaming ads and gradually adding traditional TV when it makes sense.
Ready to see what they can do for you?
Launch Your First OTT Campaign with Skybeam
Olena Svietlova
2025-01-08 • 8 min to read
