What is programmatic advertising?

Programmatic advertising uses technology and data to help automate the buying and placement of digital advertising across eligible inventory. The strategy still requires decisions about audience, geography, creative, budget, frequency, and measurement.

Connected TV generally refers to television content consumed through an internet-connected television or connected streaming device.

Is streaming TV the same as traditional TV?

No. They are related television environments with different delivery methods, inventory, audience capabilities, and buying approaches.

Can I advertise on traditional television?

Television opportunities may be available depending on market, campaign, timing, budget, and inventory.

Can I target my streaming TV ads?

Audience and geographic targeting options may be available depending on the campaign, market, data, inventory, and platform requirements.

Can I target specific locations?

Geographic targeting may be available at different levels depending on the campaign and inventory. Exact capabilities should be confirmed during planning.

Can I combine TV and streaming?

Yes, where appropriate, a strategy may combine traditional television and streaming television to reach audiences across different viewing habits.

What is programmatic display?

Programmatic display refers to digital display advertising purchased and delivered through technology-driven media-buying systems across eligible web and app inventory.

What is programmatic video?

Programmatic video uses similar technology-driven buying methods for eligible digital video inventory.

Can you retarget people who see my TV ad?

Some campaigns may support related audience or retargeting strategies depending on available technology, inventory, consent requirements, and platform rules. We determine what is actually available during campaign planning.

Can you create my TV commercial?

Creative requirements depend on the campaign. Mandeaux can help identify what assets are needed and coordinate the appropriate creative strategy.

How much does TV advertising cost?

There is no universal price. Investment depends on the market, media, inventory, campaign length, audience, frequency, timing, and strategy.

How much does programmatic advertising cost?

Programmatic budgets also vary based on campaign objectives, geography, audience, media format, duration, and inventory. We scope the opportunity around the business.

Can small businesses advertise on TV or CTV?

Potentially, yes. The better question is whether the channel and required investment make sense for the business objective.

Do you work outside Alaska?

Mandeaux Digital is based in Anchorage and can evaluate appropriate media opportunities for businesses outside Alaska as well.

Do you guarantee sales?

No. Media performance depends on many factors, and Mandeaux does not guarantee sales, leads, revenue, reach, or other specific business outcomes.

How do I get started?

Start with the Business Fit & Growth Call so we can understand the audience, market, objective, and current marketing strategy.

TV + Programmatic · Mandeaux Digital

Your customers don't watch one screen anymore.

Q: What is OTT?

OTT generally refers to video delivered through the internet rather than exclusively through traditional broadcast, cable, or satellite distribution.

Television didn't disappear. It expanded.

Today, a media strategy can reach audiences across traditional television, streaming TV, connected devices, websites, apps, and digital video.

Mandeaux Digital helps businesses determine when broader media belongs in the marketing plan and how the pieces can work together.

Let's Talk Business Explore the media mix

Broadcast TV · Streaming TV · CTV / OTT · Programmatic · Video · Audience Targeting

Built in Anchorage. Serving Alaska businesses and select clients nationwide.

The screen changed

TV didn't disappear. The way people watch changed.

For decades, television meant one thing: scheduled programming delivered to a television set. Today, viewers may encounter television content through traditional broadcast, smart TVs, streaming apps, connected devices, ad-supported streaming, live programming, and on-demand viewing. The media landscape became more fragmented. The opportunity is to build a strategy around how the audience actually consumes content now.

Don't think only about the channel. Think about the viewer.

More than one way to reach them

One audience. Multiple ways to reach it.

Broadcast television

Reach audiences through traditional television programming when broad market visibility makes sense.

Streaming TV / CTV

Reach viewers consuming ad-supported television content through connected television environments.

Programmatic video

Deliver video advertising through eligible digital environments based on campaign strategy and available targeting.

Programmatic display

Extend campaign messaging through appropriate websites, apps, and digital placements.

The right campaign may use one of these channels or a combination. Not every advertiser needs all four.

Broad reach still has a role

Sometimes you need a lot of people to know your name.

Not every marketing problem is solved by searching for the smallest possible audience. Some businesses need market awareness, brand recognition, event promotion, major campaign visibility, product awareness, community presence, or broad geographic reach across Anchorage, Southcentral Alaska, or statewide. Traditional television can still play a role when the business objective calls for meaningful reach.

Grand openings
Major promotions
Community campaigns
Established local businesses
Events
Automotive
Retail
Healthcare
Professional services
Larger brand initiatives

Television with more targeting options

The TV screen can be targeted differently now.

Connected TV and streaming television advertising can combine the impact of television-style video with modern audience strategies. Depending on campaign availability and objectives, targeting may incorporate factors such as geography, audience characteristics, consumer interests, household attributes, behavioral signals, market segments, and other approved data categories.

The exact targeting options depend on the campaign, inventory, geography, platform requirements, and applicable privacy rules.

The screen can feel broad. The audience doesn't always have to be.

Geography
Audience characteristics
Consumer interests
Household attributes
Behavioral signals
Market segments
Other approved data categories

What does CTV / OTT actually mean?

Yes, it's still TV.

Connected TV, or CTV

Generally refers to television content viewed through an internet-connected television or a device connected to the television.

OTT

Generally refers to video content delivered through the internet rather than exclusively through traditional cable, satellite, or broadcast distribution.

For a business owner, the important question usually isn't which acronym sounds better. It's: Where is the audience watching? And can the campaign reach them effectively there?

What programmatic actually means

It's not a type of ad. It's a way media can be bought.

Programmatic advertising uses technology and data to help automate the buying and placement of digital advertising. Depending on the campaign, programmatic media may include display, video, streaming environments, websites, apps, and other eligible digital inventory.

The value is not simply automation. The strategy still requires decisions about audience, geography, message, creative, frequency, budget, placement, and measurement.

Automated buying still needs human strategy.

Who needs to see it?

"Everyone" is usually not an audience strategy.

Broad reach can be powerful. But some campaigns benefit from narrowing the audience. Depending on available media and campaign requirements, targeting strategies may involve location, demographics, interests, consumer categories, behavior, household characteristics, market intent, and other approved audience segments.

We don't imply every personal attribute can or should be targeted, and we don't make privacy-invasive claims.

Location
Demographics
Interests
Consumer categories
Behavior
Household characteristics
Market intent
Other approved audience segments

Where matters too

The right person in the wrong market doesn't help.

Geography can matter as much as audience. A campaign may need to focus on Anchorage, a specific Alaska market, multiple Alaska communities, a regional footprint, another U.S. market, multiple markets, or a broader national audience. The right geography depends on where the business can actually serve customers.

Target where you can win.

Anchorage
A specific Alaska market
Multiple Alaska communities
A regional footprint
Another U.S. market
Multiple markets
A broader national audience

The media buy can't save a bad commercial

Reach matters. So does what they see.

Great distribution does not make weak creative compelling. The video still needs a reason to pay attention, a clear message, strong branding, an understandable offer, appropriate pacing, and a next step. Campaign strategy should consider both where the video runs and what the video says.

Mandeaux may help coordinate the broader marketing strategy and determine what creative assets the campaign requires. We don't automatically promise full television commercial production as part of every media engagement.

A reason to pay attention
A clear message
Strong branding
An understandable offer
Appropriate pacing
A next step

Total TV thinking

Some people watch live TV. Some stream. Many do both.

A television strategy does not always have to choose between traditional television and streaming. Where appropriate, campaigns may use multiple television environments to broaden reach across different viewing habits.

Broadcast+Streaming TV=More ways to reach the audience

This is not guaranteed incremental reach. We evaluate what is actually available for the campaign.

Extend the message

The campaign doesn't have to end when the TV turns off.

Programmatic media can create additional opportunities to place campaign messaging across appropriate digital environments. Depending on strategy, this may include display advertising, digital video, web environments, mobile environments, apps, retargeting where permitted, and other eligible inventory. This can help maintain consistency between larger awareness media and the digital customer journey.

Display advertising
Digital video
Web environments
Mobile environments
Apps
Retargeting where permitted
Other eligible inventory

Different media. Different jobs.

Google can capture demand. TV can help create it.

Someone searching Google for a service already knows enough to search. Broader media can introduce the company, the category, the offer, the product, the event, or the problem before that search ever happens. This is why paid search and broader awareness media should not always be judged by identical expectations.

Some marketing captures intent. Some marketing creates memory.

Explore paid advertising

What happens after they see it?

Awareness is more valuable when the rest of the business is ready.

A television or programmatic campaign may generate brand searches, website traffic, calls, direct visits, store visits, lead activity, or other customer actions. The broader digital system still matters.

See
Remember
Search / visit
Engage
Follow up
Become a customer

Mandeaux can help businesses think about the infrastructure surrounding the media campaign.

Web design SEO + AI search Paid advertising Sharpware 360

What did the campaign do?

Impressions are not the whole story.

Measurement depends on the media, campaign, available technology, and business objective. Potential campaign indicators may include reach, frequency, impressions, video completion, website activity, search activity, lead activity, calls, and other campaign-specific outcomes.

Reach
Frequency
Impressions
Video completion
Website activity
Search activity
Lead activity
Calls
Other campaign-specific outcomes

Not every metric is available for every campaign. Attribution is not perfect. We don't promise that every sale can be tied directly to a television impression.

Measure what matters. Understand what the data can actually prove.

Is your business ready for broader media?

You don't need television just because television exists.

TV + Programmatic may make sense when a business wants to build market awareness, reach a larger local audience, launch something important, support a major event, introduce a product or service, reach audiences across screens, expand beyond search and social, increase brand familiarity, or support a broader integrated campaign.

It may NOT be the right move when

The offer is not ready
The customer journey is broken
The budget cannot support meaningful reach
The business cannot serve additional demand
The strategy requires a much narrower direct-response channel

Potential fit

When the market needs to know who you are.

Local + regional brands

Build recognition across a defined market.

Automotive

Support dealership, inventory, promotional, or brand campaigns.

Healthcare

Build awareness around providers, services, locations, or community initiatives.

Real estate

Support brokerages, developments, agents, projects, or larger market campaigns.

Retail + e-commerce

Promote products, launches, stores, offers, and seasonal campaigns.

Hospitality

Reach travelers, diners, guests, visitors, and local audiences.

Professional services

Build awareness where reputation and familiarity influence consideration.

Events + organizations

Promote attendance, awareness, initiatives, and community activity.

These are not the only eligible industries. We recommend the channel based on the problem.

Don't start with the media

Start with what the business needs to accomplish.

Before recommending television or programmatic advertising, we want to understand the business, the audience, the geography, the offer, the objective, the current marketing mix, the available creative, the customer journey, the budget, and what success actually means. Then we can determine what media strategy deserves consideration.

The question isn't how do we get on TV? It's what are we trying to make happen?

The business
The audience
The geography
The offer
The objective
The current marketing mix
The available creative
The customer journey
The budget
What success actually means

The process

From business goal to media strategy.

Understand

Business, audience, market, goals, and current marketing.

Define

Clarify what the campaign needs to accomplish.

Plan

Evaluate appropriate media, audience, geography, timing, creative, and budget.

Coordinate

Help organize the appropriate media opportunity and campaign requirements.

Launch

Campaign execution begins once the media plan and required assets are approved.

Review

Evaluate available campaign reporting and determine what should happen next.

Media options

Build the mix around the objective.

Depending on the business and available campaign opportunities, a media strategy may involve:

Broadcast television
Streaming television
CTV / OTT
Programmatic video
Programmatic display
Audience targeting
Geographic targeting
Retargeting where appropriate
Campaign strategy
Media planning
Creative coordination
Landing experiences
Digital follow-up
Measurement

Not every campaign includes every capability. Availability, targeting, inventory, and media options depend on market, budget, timing, campaign, inventory, audience, and other requirements.

Investment

There isn't one TV budget for every business.

Media investment varies substantially depending on market, audience, geography, campaign duration, frequency, media type, inventory, creative needs, timing, and business objective. A local awareness campaign is different from a multi-market media strategy. A streaming television campaign is different from a broadcast schedule. A combination campaign may have different requirements again.

The appropriate investment depends on many factors:

Market
Audience
Geography
Campaign duration
Frequency
Media type
Inventory
Creative needs
Timing
Business objective

We don't publish invented minimum spend, CPM, TV spot price, monthly package, management fee, or contract term.

Let's Talk Business

The channel has to earn its place

If TV doesn't make sense, we should say that.

Mandeaux Digital isn't interested in putting a business into a media channel simply because the channel is available. If paid search, SEO, a better website, Meta advertising, automation, or another strategy is more appropriate for the problem, that should be part of the conversation. The strategy comes before the media buy.

Business Fit & Growth Call

Let's figure out who you need to reach.

Tell us about the business, the market, who you're trying to reach, what you're promoting, and what you've already tried. We'll start there.