As advertisers tighten budgets and seek more accountable performance, a new balance is emerging between CTV and social media strategy. The latest Digiday analysis reveals that connected TV is no longer just a branding vehicle—it’s becoming an efficient performance driver, particularly for cost-sensitive brands navigating economic uncertainty.
The Rise of Smarter Spending
Advertisers are increasingly using CTV to extend reach while maintaining efficiency, pairing streaming with social channels to achieve full-funnel results. Falling CPMs across major CTV platforms are making it possible for brands to achieve scale without the premium price tag once associated with connected TV.
For many, it’s about testing measurable impact before committing to large-scale campaigns. As Shattuck Groome, Chief Media Officer at Mile Marker Agency, explains:
“It seems to be a nice fit for cost-sensitive brands, whereas larger ad campaigns may not see the benefit yet.”
Groome’s insight captures a critical inflection point for the industry. Smaller advertisers are realizing that the flexibility and precision of CTV—combined with the immediacy of social engagement—offer an efficient entry point into omnichannel advertising.
Convergence of CTV and Social Media
The most effective advertisers are no longer separating channels by funnel stage. Instead, they’re blending video creative and audience targeting across CTV, YouTube, Meta, and TikTok to deliver unified brand stories. Social platforms, meanwhile, are evolving into premium awareness environments through high-impact creative and retail integrations.
This convergence underscores the importance of a connected CTV and social media strategy—one that prioritizes audience consistency, cross-platform measurement, and creative cohesion.
What It Means for Brands
As budgets remain under scrutiny, the shift toward measurable, cost-efficient media is clear. For brands, the path forward lies in agility—testing CTV’s targeting and analytics capabilities alongside social’s speed and engagement potential. Together, they form a framework for smarter, scalable growth.
The Bottom Line
CTV and social media strategy are no longer separate disciplines—they’re dual engines driving modern media performance. For cost-sensitive advertisers, this pairing isn’t just practical; it’s powerful.
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