WHITEPAPER: MARKET INSIGHTS Q2 2026 | SOCIAL MEDIA AND CTV ADVERTISING
Market Insights Q2 2026 | Social Media and CTV Advertising
CTV effectiveness emerges where outcome-based buying meets attention
The second quarter of 2026 reveals two very different developments in Social Media and CTV.
The esome Market Insights are based on real campaign data from the German market and show the following for Q2 2026:
- why declining CPMs in Social Media do not represent a loss of value but rather a gain in efficiency – and which industries are benefiting the most in the run-up to the 2026 FIFA World Cup
- how CTV in Germany is making the leap from a test channel to a standalone premium channel
- why the effectiveness of CTV is not a property of the medium, but of the buying approach
A strategic deep dive reveals which levers turn CTV campaigns into a true performance channel. The outlook explains how AI-powered automation and open booking infrastructures are transforming the CTV landscape – and what really matters when planning for Q3 and Q4.
Access the esome Market Insights Q2 2026 for free now for forward-looking and efficient Social Media and CTV planning.
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Here’s what to expect:
- Market Trends: How the advertising market performed in the second quarter of 2026, why social media is gaining efficiency despite declining spend, and how the 2026 FIFA World Cup is driving various industries to differing degrees.
- Deep Dive: The effectiveness of CTV—why it is a function of the buying process rather than the medium itself, and how outcome-based buying and attention serve as key levers to transform reach into measurable impact.
- Outlook: Automation and open markets—how AI-driven "agentic buying" and DSP-agnostic approaches are reshaping CTV planning, and why accessibility is no substitute for strategy, especially looking ahead to Q3 and Q4.