Small businesses in Mexico are gaining access to television advertising platforms previously reserved for major corporations, Publimetro México reported.
This shift allows local shops like taquerías and neighborhood stores to run targeted streaming ads with flexible budgets.
Advancements in connected television (CTV) allow advertisers to select specific audiences, geographic zones, and time slots for their campaigns. Francisco Tovar, CEO of the advertising platform Masha, told Publimetro México that technology is removing the economic and operational hurdles that once kept small and medium-sized enterprises (SMEs) out of the television market.
"Today, what is the biggest benefit of all digital TV?”
Streaming platforms require different amounts of investment for advertising. According to Tovar, campaigns managed through Masha can start at 5 mil pesos mexicanos for many services. However, premium platforms such as Netflix and Disney+ require higher minimum investments, cited at 60 mil pesos.
The pricing model often relies on a cost-per-thousand-impressions (CPM) basis, which Tovar noted averages around 200 pesos across available platforms. Advertisers can control the duration of their campaigns, ranging from a few days to a full month, and adjust their schedules to match peak consumer behavior. For instance, a coffee shop might focus its spending on morning hours, while a sports retailer could target viewers during weekend programming.
A primary challenge for local businesses remains tracking whether digital ad spend translates into physical store visits. While platforms offer integration tools for e-commerce sites—such as Shopify, Wix, and Amazon—and pixel tracking for websites, attributing offline sales to a specific ad remains complex.
To bridge this gap, companies are working to develop more precise metrics that can connect digital exposure to in-person transactions at restaurants and physical retail locations.
The historical difficulty of producing high-quality television commercials is also receding. Generative artificial intelligence tools now allow small businesses to create professional-grade video content without the need for expensive production crews.
Despite these lower costs, a lack of technical knowledge and industry experience continues to slow adoption among local entrepreneurs. Many business owners remain skeptical, operating under the assumption that television advertising is inherently beyond their financial reach. Masha currently lists over 80 inventory options and operates in 18 countries, according to company data.
Yes. Through connected TV platforms, advertisers can now target campaigns by specific zip codes, ensuring the budget is spent only on consumers within a business’s immediate operational area.
Platforms use tracking pixels and e-commerce integrations to monitor online conversions. For physical stores, the industry is currently working on better tools to verify if an ad led to an in-person visit.
Not necessarily. The rise of generative AI has lowered production costs, allowing small businesses to create high-quality video content without hiring specialized, high-budget production teams.
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