[VIDEO PODCAST] A Conversation with Emily Huo and Nuria Montalvo: What every marketer should know about advertising on TV

Streaming TV viewership continues to grow fast, and so do the questions advertisers have about how it fits into their media mix. What budget should you put toward TV ads? How measurable is it? Where do these ads actually run? And how do you know if it is the right move for your business?

To bring clarity, we brought together two people who spend every day helping marketers navigate these decisions: Emily Huo, SVP of SMB at Paramount Advertising, and Nuria Montalvo, VP of SMB Sales at Paramount Advertising.

Watch & read on for their insights around CTV measurement, budgeting, and audience reach, and how these pieces work together to strengthen your overall marketing mix.

How much of my budget should I allocate to CTV?

For first-time CTV advertisers, allocating about 10-20% of your overall marketing budget is a smart starting point. This range gives you room to test creative, build frequency, and understand how advertising on TV affects the rest of your mix. From there, you can scale and reallocate based on performance and seasonality.

Where does CTV fall into the buyer’s journey?

There is a common misconception that CTV is only for brand awareness (see below), but Emily emphasizes that it plays a much broader role. With the Paramount Ads Manager pixel, advertisers can connect their TV ads to real bottom-funnel actions, including website visits, leads, and purchases.

TV advertising reaches viewers early in the journey, builds recognition, and then directly influences the actions they take later on other channels. It supports both brand and performance goals by creating the context that makes downstream conversions more likely.

Should I buy through Paramount Ads Manager or a DSP?

Nuria explains that while a DSP can offer an easy setup and broad efficiency, Paramount Ads Manager gives advertisers all of that and more. The platform offers a simple, fast way to launch campaigns, while also unlocking access to premium Paramount content, and more detailed reporting on where your ads run and how they perform.

Buying direct through Paramount Ads Manager gives you greater transparency, more control over placements, and richer insights, making it the strongest choice for advertisers who want both ease and impact.

Can a small business really afford CTV ads that make an impact?

Yes. Paramount Ads Manager was built so that any size business can access CTV inventory without traditional TV barriers. You do not need a large budget or a media team to get started. You can launch a campaign quickly and still see meaningful results.

Plus, the platform was designed to make TV advertising more accessible, flexible, and approachable than ever before, so advertisers can run on the biggest screen in the home regardless of where they are starting.

What is Paramount Ads Manager and how can advertisers take advantage of it?

Paramount Ads Manager gives businesses of any size the ability to run TV ads across Paramount’s full streaming ecosystem without the barriers of traditional TV buying. There are no large upfront commitments, no long planning cycles, and no need for a finished commercial before you start.

Emily explains that advertisers can launch a TV campaign within a single day, even if they do not have creative ready. The platform includes built-in tools that let you create an ad from your website and get your brand on the big screen in less than 24 hours. It is simple, fast, and accessible so marketers can go from idea to activation without needing specialized expertise.

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What do you wish every brand knew before they run their first campaign on Paramount Ads Manager?

Nuria emphasizes that running a TV campaign is far more straightforward than most advertisers expect. You choose your goal, set your budget, upload (or create) your ad, and go live. You do not need a background in media buying to get started.

She also highlights that while the platform is self-serve, you are not alone. Paramount Ads Manager has teams that can review your setup, answer questions, and support you throughout your campaign. The combination of simplicity and guidance makes it easy for new advertisers to launch confidently.

What do you wish every brand knew before they run their first campaign on Paramount Ads Manager?

Emily points to a major disconnect between where people spend their time and where marketers spend their money. Adults spend about one hour a day on social media but two hours a day watching TV, yet SMB marketers still put a large percentage of their budget into social advertising.

That mismatch means brands are missing the moments where viewers are most attentive. CTV captures those longer, more intentional viewing sessions, helping advertisers show up when people are more open to hearing from brands. By rebalancing toward where attention actually lives, advertisers can unlock opportunities they are currently missing.

What is the biggest misconception buyers still have about TV advertising?

According to Nuria, the biggest misconception is that TV is still an old school brand awareness channel with limited measurability. But with CTV solutions like Paramount Ads Manager, advertisers can run on the biggest screen in the home and measure real outcomes - from website visits, purchases, lead completions, to in-store traffic tied - directly to their campaign.

TV advertising also creates a halo effect, making other channels like social and digital more efficient by increasing brand recognition earlier in the journey. As Emily and Nuria agreed, all these channels work better together (just like the two of them!)

Wrapping Up

In short, TV advertising is an exceptional branding play, but it’s also so much more than that. It is a measurable, performance-supporting channel that strengthens everything around it. And with Paramount Ads Manager, advertisers can create ads, choose their placements, launch quickly, and see real results all in one platform.

Whether you are just getting started or looking to refine your CTV strategy, these insights offer a clear roadmap for making TV a stronger part of your mix. Ready to put them to the test? Sign up for Paramount Ads Manager today, and get your brand on the biggest screen in the home by tomorrow.