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Amazon’s impact on the streaming ad market has opened CTV door to small business advertisers
Lower CPMs are drawing SMB brands, from mattresses to legal and autos, into streaming ad inventory. Guess who's best placed to benefit?
The cost of ad space on streaming platforms has been dragged down in the last year, as early movers Netflix and Disney+ raced to keep up with Amazon’s aggressive pricing.
Now, the cost-per-thousand viewers (CPM) across those three streamers hovers between $38 to $40 (down from Netflix’s 2022 price of $60), low enough that small to medium business (SMB) advertisers can begin to consider them a viable alternative to local cable or regional linear TV.
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Consider the example of Naturepedic, a premium mattress and sleepwear brand based in Cleveland, Ohio.
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