WHITEPAPER: MARKET INSIGHTS Q4 2025 | CTV AND SOCIAL MEDIA ADVERTISING
Market Insights Q4 2025 | CTV and Social Media Advertising
What makes Social Advertising and Connected TV plannable now
Despite high demand, prices remained surprisingly stable in the year-end business on both Social media and Connected TV.
The esome Market Insights are based on real campaign data from the German market and show:
- Why Q4 is less of a state of emergency and more of a predictable demand phase
- How the roles of social advertising and connected TV are shifting
- Why connected TV has an earlier impact in the funnel
- Why social and big screen are increasingly converging
A strategic deep dive shows how social and streaming platforms bring content into the living room and what that means for creation, planning, and measurement.
The outlook classifies how social and CTV will interact as a networked system in 2026, with AI as an enabler and new requirements for planning and measurement.
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What to expect:
- Market Development: Explore how the advertising market evolved in Q4 2025 and discover why year-end business now offers more predictability than expected. Analyze price and budget trends on Social Media and Connected TV.
- Deep Dive: Examine how Social Media and CTV converge, moving content from social feed to big screen, and consider the impact on measurement logic, quality, and standards.
- Outlook: Evaluate advertising in 2026 with a reality check: Let AI drive efficiency, CTV serve as a core funnel component, and rising expectations reshape impact, moving images, and community strategies.