TVREV recently sat down with Vibe.co CEO Arthur Querou to chat about how Vibe’s platform simplifies TV advertising for small and medium-sized businesses, enabling SMBs to reach targeted audiences.

An edited version of the interview follows.

What is CTV, and how does it complement the marketing mix for SMBs?
CTV (Connected TV) is a new advertising medium that offers the same scale, targeting capabilities, and performance as traditional TV advertising. It complements the marketing mix for SMBs by providing a simple, effective way to reach audiences on TV without the complexities typically associated with TV advertising.

How does Vibe simplify the TV advertising process?
Vibe aims to make TV advertising so simple that anyone, even those with no media expertise, can set up a campaign. The platform allows users to select channels and audiences easily and simply drag and drop creatives without complex setups.

What is the process for setting up a campaign on Vibe?
Users can go to Vibe’s website, register, and access the platform. They are guided through strategies to set up their brand for success, with budget options starting as low as $50 per day. Users can go live within minutes.

Who is Vibe’s target market?
Vibe targets the entire SMB market, including large e-commerce and gaming companies as well as smaller, local businesses like plumbers and car washes. This long-tail approach makes Vibe strategic for publishers as it focuses on businesses with varying budget levels.

What is Vibe’s Creative Generator, and how does it benefit small brands?
The Creative Generator allows users to input their business information, and Vibe generates a voiceover and creative content in a direct-response style. This feature, with more templates rolling out soon, aims to reduce barriers for small brands to advertise on TV.

What is IQ 2, and why is it significant?
IQ 2 is Vibe’s new bidding engine, designed to predict outcomes for each impression, allowing Vibe to purchase both affordable and premium inventory. This focus on premium inventory typically delivers greater results for clients, leveraging machine learning to optimize outcomes.