Why CTV Is About to Eclipse Social Advertising

Let’s be real — social advertising just isn’t hitting like it used to.

For years, it was every brand’s secret weapon: precise targeting, measurable ROI, fast scaling. But lately? CPMs are through the roof, reach is shrinking, and creative that used to convert isn’t landing the same.

In 2022, we hit peak social. Since then, the data’s been undeniable — audience engagement and cost efficiency are both trending down.

And while brands are still trying to squeeze every drop of performance out of Meta and TikTok, something bigger (and better) is happening quietly in the background.

That something is Connected TV.

The Great Shift: From Scrolls to Screens

I’ll say it plainly — social advertising has matured. It’s not dead, but it’s not growing the way it used to.

Between privacy updates, algorithmic chaos, and rising competition, costs have exploded. Just this week one of my clients saw their Meta CPM increase by over 400%. Some great ideas here. I'd also add CTV to the buying mix. The CPMs are still very affordable and the impact is greater than paid social. And of course, attribution tools during this period are also key.

That’s not just a one-off. I’m seeing it across industries: beauty, wellness, home goods, even local service brands.

Meanwhile, Connected TV (CTV) is quietly delivering reach, precision, and storytelling power — at a fraction of the cost.

Why CTV Is Winning

1. Viewers have moved.
Audiences are spending more time on streaming platforms than cable or social combined. You can’t reach people who aren’t scrolling — but you can reach them while they’re watching Hulu, Peacock, or YouTube TV.

2. CPMs are lower, but attention is higher.
While Meta CPMs hover around $30–$50, CTV averages under $20 for premium inventory — with 90%+ video completion rates.

3. It’s measurable.
Thanks to platforms like MNTN, attribution on CTV is now as clear as paid social. You can track ad-exposed households, see who visited your site, and even measure conversions.

4. It’s performance + brand, not performance or brand.
CTV lets you scale awareness and track impact — a combination social used to own exclusively.

How We Use MNTN to Scale Smarter

At Take Flight Marketing, we’re not just testing CTV — we’re experts in it.

We use MNTN as our preferred CTV platform because it allows us to do what we do best: blend data-driven performance with brand storytelling.

Their tech gives us transparent reporting, audience-level insights, and a unified view of how CTV drives revenue across the funnel. That’s what makes it such a powerful addition to our media mix.

With MNTN, we can finally answer the question every founder asks: “Is my TV spend actually working?”

Spoiler: it is — and the ROI often beats paid social.

Check out this CTV ad we made for one of our clients, helping them reach a new audience…

How to Pivot Without Losing Momentum

Here’s how to start shifting budget strategically — without cutting off your top-performing social campaigns cold turkey.

1. Rebalance your mix.
If 80–90% of your spend still goes to social, start carving out 10–20% for CTV testing.

2. Test intentionally.
Run a CTV pilot targeting the same audience segments as your social campaigns. Compare CPM, reach, and conversions — you’ll see the difference fast.

3. Build for the screen, not the feed.
Repurposed TikToks don’t belong on CTV. Invest in storytelling: crisp visuals, strong voiceovers, emotion that connects.

4. Integrate attribution tools.
Use Northbeam, Triple Whale, or MNTN’s native insights to see how CTV impressions drive real conversions.

5. Pair CTV with paid social.
The most effective strategy isn’t either/or — it’s both. CTV drives awareness, social seals the deal.

The Bottom Line

We’re in a new era of performance media. The platforms that used to guarantee growth are now giving us diminishing returns.

CTV is the next evolution — offering the reach of television, the data of digital, and the storytelling power social can’t match anymore.

And right now, CPMs are still low. That won’t last.

So if you’re ready to scale smarter, diversify your ad mix, and actually see what your campaigns are doing in real time — CTV is where to start.

Ready to See What CTV Can Do for Your Brand?

At Take Flight Marketing, we’re certified experts in running high-performing CTV campaigns through MNTN, integrating advanced attribution and creative strategy to maximize ROI.

Let’s build your next growth channel — together.
👉 Book a free CTV strategy consult with me today.