Both CTV and YouTube serve video ads. But the viewing context, ad experience, and effectiveness differ significantly. Understanding these differences helps you allocate budget appropriately.
The Viewing Experience
Option A
Option B
Completion Rate Comparison
CTV Completion
- Ads are non-skippable
- Viewer commitment to content
- Less friction to watch
YouTube Completion
TrueView (skippable) ads:
- ~30% of viewers watch past skip point
- Only pay for 30-second views
- But 70% skip your message
Non-skip YouTube ads:
- Higher completion (forced)
- Higher CPMs
- Still smaller screen/lower attention
CTV delivers far more complete message exposure.
Attention Quality
CTV Attention
- Lean-back viewing mode
- Fewer distractions
- Sound almost always on
- Larger screen commands focus
YouTube Attention
Lower and variable:
- Often a stop before desired content
- “Waiting to skip” mentality
- Multi-tab browsing
- Sound frequently off (mobile)
Not all video impressions are equal.
Cost Comparison
| Factor | CTV | YouTube |
|---|---|---|
| Pricing model | CPM | CPV or CPM |
| Typical CPM | $35-50 | $10-30 |
| Cost per completed view | $0.04-0.05 | $0.10-0.30 (TrueView) |
| Production expectations | TV quality | Varies |
YouTube appears cheaper, but cost per quality view often favors CTV.
Targeting Comparison
CTV Targeting
- Household-level
- Geographic precision
- Behavioral signals
- First-party data
- 90% household reach
YouTube Targeting
- Individual-level
- Google’s audience data
- In-market signals
- Interest categories
- Search history connection
YouTube has strong individual targeting. CTV has household-level precision.
Brand Building Comparison
CTV for Branding
- TV credibility association
- Premium content adjacency
- Living room presence
- Full message delivery
- 62% brand discovery via TV
YouTube for Branding
- Massive scale
- Younger audiences
- Frequency building
- But lower prestige
- More ad fatigue
For law firm credibility, CTV’s TV association matters.
Measurement Comparison
CTV Measurement
- Verified visits
- Household match
- Attribution to conversions
- Branded search lift
YouTube Measurement
- View counts
- Click-through rates
- YouTube conversions
- Google Ads attribution
Both offer measurement, but CTV’s household-level tracking better matches law firm needs.
Strategic Use Cases
Option A
Option B
The Integration Play
CTV and YouTube can work together:
Primary + Secondary:
- CTV builds broad awareness (primary investment)
- YouTube extends reach to digital-first audiences
- YouTube retargets CTV-exposed users
- YouTube provides frequency at lower cost
Budget Split Example:
| Budget | CTV | YouTube |
|---|---|---|
| $30K/month | $27K (90%) | $3K (10%) |
| $50K/month | $40K (80%) | $10K (20%) |
| $100K/month | $75K (75%) | $25K (25%) |
CTV primary, YouTube supplementary.
YouTube CTV Option
YouTube runs on some CTV devices:
- YouTube on smart TVs
- YouTube app on Roku, Fire TV, etc.
- Can buy YouTube CTV specifically
This captures some CTV advantages while using YouTube’s targeting. Worth testing within YouTube mix.
The Skip Problem
YouTube’s skip button fundamentally changes the experience:
What Skip Means
- Viewers trained to skip
- First 5 seconds critical
- Full message rarely delivered
- “I don’t want this” signal
CTV Comparison
- No skip option
- Full 15-30 seconds delivered
- Complete brand story
- Higher per-impression value
If your message requires more than 5 seconds to register, CTV wins.
Creative Implications
CTV Creative
- Designed for full viewing
- Story arc possible
- Traditional TV structure works
- Emotional build-up effective
YouTube Creative
- Hook in 3-5 seconds or lose them
- Front-load the message
- Assume many won’t watch
- Different creative approach
Same video rarely works optimally in both contexts.
The Recommendation
For Most PI Firms
CTV primary: Better brand building, higher attention, TV credibility, measurable.
YouTube secondary: Frequency extension, younger audiences, retargeting, testing.
Budget Threshold
If total video budget under $25K/month:
- Concentrate on CTV
- Don’t dilute across both
If $25K+/month:
- CTV primary (70-80%)
- YouTube supplementary (20-30%)
Exception Cases
YouTube might be primary if:
- Extreme budget constraints
- Very young demographic focus
- Already strong TV brand
- Specific search integration strategy
For complete channel comparison, see the CTV vs traditional advertising guide.
References
- IAB & Innovid. (2022). CTV takes center stage. https://www.iab.com/wp-content/uploads/2022/05/Innovid_CTV-Takes-Center-Stage.pdf
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/
- MNTN Research. (2025). 62% of consumers discover new brands through TV. https://research.mountain.com/insights/62-of-consumers-discover-new-brands-or-products-through-tv/