The pendulum of digital video dominance is swinging back to the social feed. According to the Interactive Advertising Bureau (IAB), brand spending on social video is projected to grow by 13% this year, officially outpacing the 11% growth rate of Connected TV (CTV). But rather than viewing this as a zero-sum game, modern marketers are recognizing how these two distinct channels can complement each other.
Recently, Mile Marker’s Chief Media Officer, Shattuck Groome, shared his insights with the press on the nuances of this shift and what it means for brands building a cohesive omnichannel campaign strategy.
To succeed today, brands must reach consumers at different points in the customer journey. While CTV and paid social are both video-driven, they play fundamentally different roles in a comprehensive omnichannel campaign strategy.
Highlighting exactly why this shift is happening, Groome noted,”Social content is a real-time marketing vehicle, faster and easier to execute in comparison to CTV, where content production takes longer. This is especially true with influencers and user generated content.”
By understanding the difference between the two mediums, brands can use CTV to spark top-of-funnel awareness and rely on the agility of social video to drive real-time engagement and conversions further down the line.
As social platforms increasingly prioritize video-first experiences, giants like Meta and YouTube are combining awareness and performance into one unified ecosystem. To support a true omnichannel campaign strategy, brands are fundamentally changing how they allocate their media dollars.
Clients are no longer restricting themselves to strictly performance-focused spending on social; instead, they are funneling more of their overarching brand dollars into the feed. To eliminate silos and capture the full customer journey, Groome shared how these strategies are being funded: “Budgets for creative, media, and influencer/creator reach at this point are being pulled from the same pot.”
Social video is growing incredibly fast, but the smartest brands aren’t abandoning CTV—they are integrating both into a seamless customer journey. Success requires moving quickly, consolidating your budgets, and using each channel for its unique strengths.
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Read the full version of this article on Digiday.
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