The Big Screen Revolution: How YouTube TV & Connected TV Slashed the Cost of National Advertising

For decades, Television Advertising was an exclusive club. If you wanted a spot on ESPN, HGTV, or CNN, you had to commit to massive "upfronts" and spend tens of thousands of dollars for a 30-second slot. You also had to accept the "Spray and Pray" method. You paid to show your ad to everyone watching that channel—whether they were your target customer or not.

That era is over.

Enter YouTube TV and Connected TV (CTV). This technology has democratized the living room. It allows businesses with modest budgets to appear on nationwide networks next to major brands like Ford and Coca-Cola, but with the surgical precision of a Facebook ad.

At Ten Ken Group, we help clients bypass the expensive cable gatekeepers. Here is how you can get on national TV without the high cash flow drain.

1. The "Wastage" Problem (Why Traditional TV is Expensive)

In traditional "Linear TV," you buy the show. If you buy a slot on Monday Night Football, you are paying for the 10 million people watching.

• The Problem: Only 1% of them might be interested in your B2B software or local service.
• The Result: You are paying for 99% waste.

2. The "Programmatic" Solution (Why CTV is Cheap)

With YouTube TV and CTV (Hulu, Roku, PlutoTV), you don't buy the show; you buy the viewer.

We use programmatic software to tell the satellites: "Only show this ad to households with an income over $100k, who are interested in Home Improvement, and live in these specific Zip Codes."

• The Scenario: Two neighbors are watching the exact same channel (e.g., The History Channel) at the exact same time.
• Neighbor A (Your Target): Sees your ad for "Luxury Landscaping."
• Neighbor B (Not Target): Sees an ad for "Laundry Detergent."

Because you are only paying for Neighbor A, your ad spend drops efficiently, while your Yield (ROI) skyrockets. You stop subsidizing viewers who will never buy from you.

3. The "Prestige" Factor

There is a psychological power to the Big Screen. When a customer sees your brand on their 65-inch living room TV, sandwiched between a Nike commercial and the nightly news, their perception of your company changes. You instantly look like a "Major Player."

This builds Authority. When that same customer later sees your retargeting ad on their phone, they are far more likely to click because they "saw you on TV last night."

4. The Second-Screen Phenomenon

Why does this yield better results? Because of "Second Screening."90% of people watch TV with their phone in their hand.

• Step 1: They see your ad on YouTube TV.
• Step 2: They immediately Google your brand name on their phone.

This creates a seamless flow from Awareness (TV) to Action (Mobile Search). At Ten Ken Group, we connect these data points so we can attribute the mobile search directly to the TV view.

Get on Prime Time

You no longer need a Super Bowl budget to get Super Bowl exposure. You just need the right infrastructure to bid on the specific households that matter to your bottom line.

Ready to see your brand on the big screen? Contact Ten Ken Group to launch your Connected TV campaign.

‍