Both CTV and social media reach large audiences. But they reach people in very different states. Different expectations. Different outcomes.
The Fundamental Difference
Option A
Option B
CTV: Lean-Back Viewing
Living room environment. Large screen, full attention. Sound on by default. Relaxed, receptive state. TV credibility context.
Social: Scroll-Through Mode
Mobile/desktop. Small screen, partial attention. Sound often off. Active, scanning state. Feed content context.
These different viewing states affect how your message is received.
Attention Comparison
CTV delivers your complete message. Social fights for fragments of attention. For PI firms where trust and credibility win cases, that difference matters.
Credibility Comparison
Option A
Option B
CTV Credibility
“I saw them on TV” carries weight. Television remains prestigious. Implies established, legitimate firm. Living room presence = credibility. Association with premium content.
Social Credibility
Social ads are… ads. Everyone advertises on social. Less prestige differentiation. Can feel intrusive. Lower trust environment.
For law firms where trust matters, CTV’s credibility advantage is significant.
Targeting Comparison
| Factor | CTV | Social (Meta) |
|---|---|---|
| Level | Household | Individual |
| Geographic | Zip code precision | Address-level possible |
| Behavioral | Auto loans, workers’ comp, etc. | Interests, demographics |
| Reach | 90% of U.S. households | Massive user base |
| Privacy impact | Less affected | Reduced precision |
Both offer sophisticated targeting. Social was historically stronger; privacy changes have narrowed the gap.
Cost Comparison
| Factor | CTV | Social (Meta) |
|---|---|---|
| Pricing model | CPM | CPM or CPA |
| Typical CPM | $35-50 | $8-20 |
| Completion | 95% | Varies widely |
| Cost per completed view | $0.035-0.05 | Higher effective |
Social CPMs are lower, but attention and completion rates affect effective cost.
Role in Marketing Mix
Option A
Option B
CTV Role
Primary awareness channel. Brand building. Demand creation. Television credibility. Full message delivery.
Social Role
Retargeting CTV audiences. Lower-funnel reinforcement. Specific campaigns (mass tort). Creative testing. Audience building.
How They Work Together
CTV Creates Awareness
Build broad awareness with TV-quality creative
Identify Exposed Households
Track which households saw your CTV ads
Retarget on Social
Show social ads to CTV-exposed households
Reinforce Across Devices
Multiple touchpoints build recognition
Capture When Ready
Convert when they’re ready to act
CTV-exposed households are 40% more likely to visit your website. Social retargeting can push that higher. See our multi-channel retargeting guide for implementation details.
Budget Allocation
| Budget | CTV | Social |
|---|---|---|
| Under $20K/month | Consider social or save for CTV minimums | |
| $20-40K/month | 80% CTV, 20% social retargeting | |
| $40-75K/month | 75% CTV, 25% social | |
| $75K+/month | 70% CTV, 30% social + other |
CTV should generally be primary for law firms seeking awareness.
When Social Works Better
Use Social For
- + Retargeting specific audiences
- + Mass tort with specific demographics
- + Very limited budget
- + Testing creative concepts
- + Building email/lead lists
Specific Social Uses for PI
Retargeting: Show ads to CTV-exposed households, reinforce across devices, lower cost frequency building
Mass Tort Recruitment: Specific demographic targeting, lead form integration, cost-effective for defined populations
Community Building: Organic presence, engagement (not lead gen), brand personality
Common Mistakes
| Mistake | Problem |
|---|---|
| Social instead of CTV | Using social as primary awareness when CTV is more effective |
| No retargeting | Running CTV without social follow-up, missing reinforcement |
| Same creative | CTV creative on social (or vice versa) doesn’t work |
| Ignoring sound | CTV is sound-on, social is sound-off. Creative must adapt |
The Bottom Line
For PI law firms:
Prioritize CTV for brand building. Use social to extend and reinforce.
Related Reading
- Multi-Channel Retargeting for CTV Visitors: Channel-by-channel setup
- Retargeting CTV Audiences: Budget allocation and sequencing
- CTV vs Google Ads for Personal Injury: Search vs. awareness
References
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
- IAB & Innovid. (2022). CTV takes center stage. https://www.iab.com/wp-content/uploads/2022/05/Innovid_CTV-Takes-Center-Stage.pdf
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/
- JamLoop. (2025). CTV attribution modeling and ROI measurement. https://jamloop.com/ctv-attribution-modeling-roi-measurement/