In this episode, Lydia sits down with Rachel Hall, MD of Be Addressable, to break down how challenger brands and SMEs can use addressable TV as a stepping stone into television advertising.

We cover:

What “addressable TV advertising” really means (beyond the jargon)

How CTV and streaming TV advertising give brands precision targeting and accountability

Why addressable is the smartest way to test TV ads on a smaller budget

The most common mistakes SMEs make when they jump into TV advertising—and how to avoid them

Practical tips on budgeting, creative, campaign set-up, and measurement that actually works

If you’ve ever thought: “TV is too expensive for my business” — this conversation will change your perspective.

Watch now to discover how CTV and addressable TV can unlock growth for challenger brands ready to scale beyond digital.

Chapters

00:00 – Intro: Why challenger brands should care about TV

01:32 – What is addressable TV advertising?

04:50 – How CTV and streaming TV targeting actually works

08:15 – Why addressable TV is a smart entry point for SMEs

12:40 – Common mistakes brands make with TV ads

16:05 – How to budget for addressable TV campaigns

19:30 – What creative works best for CTV 23:15 – How to measure ROI and real results

27:45 – Final advice for challenger brands