CTV vs. Social Media Advertising: Differences and Benefits

by Katrin Ulbrich (Director Sales Steering – esome)

Key Takeaways

CTV and social media advertising complement each other: CTV drives reach and brand impact, while social media enables interaction and performance.
Connected TV advertising offers high attention, premium environments, and precise audience targeting.
Social media advertising shines with interactivity, virality, and lower entry costs.
CTV campaigns deliver strong KPIs such as view-through rate, completion rate, and brand recall.
Social ads are ideal for dialogue, community building, and performance marketing.
The optimal strategy combines CTV for reach and brand awareness with social media for engagement and conversions.

In today’s rapidly evolving world of digital advertising, marketers face the challenge of choosing the most effective channels for their campaigns. Two particularly powerful options are Connected TV (CTV) and social media advertising. Both offer unique advantages but differ significantly in how they reach and engage audiences.

This article explores the key differences and similarities between CTV and social media advertising — and provides insights into when each channel works best.

Targeting and Tracking Compared

Connected TV advertising enables highly precise audience targeting. Leveraging detailed user data, ads can be tailored to interests, demographics, and viewing behavior. This level of personalization is nearly impossible with traditional linear TV.
An additional benefit: CTV campaigns can be measured accurately using digital tracking tools and KPIs like view-through rate or completion rate.

In contrast, social media advertising offers a different kind of targeting. Platforms like Facebook, Instagram, TikTok, and LinkedIn leverage first-party data to define audiences based on interests, activities, and social interactions. Furthermore, brands can benefit from viral effects that significantly expand their reach.

Formats and KPIs: CTV vs. Social Media

CTV ads usually consist of high-quality video formats comparable to traditional TV commercials but often enhanced with interactive features. Key KPIs in CTV marketing include:

View duration
View-through rate (VTR)
Conversion rate, often driven by call-to-actions embedded within ads

Social media advertising, on the other hand, offers a wider variety of formats — from videos and stories to carousels and interactive ads. KPIs are equally diverse, ranging from engagement rate and click-through rate to conversions. The constant user interaction on social platforms creates unique opportunities for brand loyalty and community-building.

Challenges of Both Channels

One of the biggest challenges of Connected TV advertising is the initial budget requirement. While CTV campaigns can start at around €10,000, making them cost-effective compared to traditional TV spots, the entry costs remain higher than for most social media campaigns.

For social media advertising, the challenge lies in market saturation. Users are constantly exposed to ads, making it harder for brands to stand out. Additionally, algorithm updates can impact organic reach and require continuous optimization to maintain performance.

Strengths and Weaknesses at a Glance

Connected TV advertising excels at capturing attention and driving brand impact. Studies show that CTV viewers maintain active attention for an average of 3.9 seconds and achieve brand recall rates of 20% — outperforming both traditional TV and social ads. However, the higher upfront investment can be a barrier for some advertisers.

Social media advertising, in contrast, offers direct interaction and real-time engagement. Brands can instantly respond to comments and inquiries, strengthening customer relationships. However, the shorter campaign lifespan and fast-paced nature of social platforms mean content can quickly lose relevance.

Conclusion: Combining CTV and Social Media Effectively

Both CTV and social media advertising provide valuable opportunities for marketers. Which channel is best depends on your goals, budget, and target audience:

CTV: Best for brand-building, premium environments, and high attention.
Social media: Ideal for dialogue, interactivity, and flexible targeting.

The most effective approach often lies in a strategic combination:
Use CTV to maximize reach and brand impact, and social ads to drive interaction and performance marketing.

Recommendations for Marketers

Leverage CTV for reach and brand impact: Use Connected TV advertising to place your brand in premium environments.
Use social media for engagement and performance: Drive community-building, dialogue, and conversions through social ads.
Combine both channels strategically: Adopt a hybrid strategy that leverages CTV for brand awareness and social media for engagement.