WHITEPAPER: MARKET INSIGHTS Q1 2026 | CTV AND SOCIAL MEDIA ADVERTISING
Market Insights Q1 2026 | CTV and Social Media Advertising
Brand Growth Starts With Being Present When It Matters Most
Q1 2026 opened with strong market signals across Connected TV and social media. CTV stood out with structural pricing benefits, making it a compelling strategic entry point heading into Q2.
The esome Market Insights draw on real campaign data from the German market to shed light on what drove performance in the first quarter:
- Brands with early funnel presence don't just win more often at the point of purchase – they get there more efficiently
- CTV creates lasting brand impressions and mental availability in the upper funnel, while social media keeps that presence alive in day-to-day moments
- Managing frequency across channels isn't a tactical afterthought – it's one of the most powerful levers for sustainable growth
Beyond the data, a strategic deep dive explores how CTV and social media can be orchestrated as a unified system, covering the implications for media planning, frequency strategy, and measurable impact. Looking ahead, the Q2 outlook breaks down how marketers can capitalize on emerging market dynamics – from premium CTV environments to live sports as a high-attention, shared viewing context – as part of a broader omni-channel approach.
Download the esome Market Insights Q1 2026 for free and build a smarter foundation for your social and CTV strategy in 2026.
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What to expect:
- Market Developments: How the advertising market evolved in the first quarter of 2026, and which key market factors at the start of the year shaped social media and CTV spending.
- Deep Dive: CTV in the upper funnel and its interplay with social media – what context, frequency, and ad podding have to do with creating strong moments of brand perception.
- Outlook: From siloed channel to strategic pillar – why CTV is becoming indispensable in 2026, driven by improved targeting capabilities, live sports, and omni-channel planning.