CTV Retargeting vs. Social Media Retargeting: What’s the Difference?

Retargeting is a type of online advertising that focuses on reaching users who have already shown an interest in your product or service. In other words, retargeting is a way to re-engage with potential customers who may have visited your website or app but didn’t take action.

This form of marketing is important because it allows businesses to stay top of mind with their target audience and continue the conversation even after they’ve left your site.

Additionally, retargeting can be very effective in driving conversions because it allows you to show highly relevant ads to users who are already interested in what you have to offer.

Overall, retargeting is a critical component of any B2B remarketing strategy and an important tool for businesses and brands that want to improve their online marketing ROI.

What Kinds of Ads are Used for Retargeting?

There are two main types of retargeting ads: social media retargeting and CTV retargeting.

Social media retargeting involves showing ads to users on social media platforms like Facebook, Instagram, and Twitter. These ads are often personalized and tailored to the user’s interests, based on their past interactions with your brand.

On the other hand, CTV retargeting involves showing users ads as they watch TV shows or movies on connected devices like Roku, Amazon Fire TV, and Apple TV. These ads are also personalized and tailored to the user’s interests, but they’re delivered in a different format than social media retargeting ads.

So, what’s the difference between these two types of retargeting? Let’s take a closer look.

CTV Retargeting vs. Social Media Retargeting: What’s the Difference?

CTV retargeting and social media retargeting both involve showing ads to users who have already shown an interest in your product or service. However, there are some key differences between the two:

Ad Formats

The ad format is the main difference between CTV retargeting and social media retargeting. CTV retargeting ads are delivered in the form of video, whereas social media retargeting ads can be either static or video.

This means that CTV retargeting is better suited for businesses that want to deliver a more engaging and interactive ad experience. On the other hand, social media retargeting is more flexible and can be used for a variety of different ad formats.

Targeting Options

Another key difference between CTV retargeting and social media retargeting is the available targeting options. CTV retargeting allows you to target users based on their TV viewing habits, such as the type of shows they watch or the channels they watch.

On the other hand, social media retargeting allows you to target users based on their social media usages, such as the types of posts they engage with or the pages they follow.

Pricing

The pricing models for CTV retargeting and social media retargeting are different. CTV retargeting is typically priced on a cost-per-thousand-impressions (CPM) basis, whereas social media retargeting is typically priced on a cost-per-click (CPC) basis.

This means that CTV retargeting can be more expensive than social media retargeting but allows you to reach a wider audience.

Keep in mind that social media retargeting can also be expensive—it depends on the platform you’re using and the type of ad you’re running. It also depends on the cost-per-click (CPC) of the keywords you’re targeting.

Efficacy

The efficacy of CTV retargeting and social media retargeting can vary depending on your business goals. If your goal is to reach a wide audience with your message, then CTV retargeting may be more effective. Since CTV retargeting is priced on a CPM basis, you’ll be able to reach more people with your ad.

On the other hand, if your goal is to drive conversions, then social media retargeting may be more effective. Social media retargeting is typically priced on a CPC basis, so you’ll only pay when someone clicks on your ad. And since there is usually a landing page associated with social media retargeting ads, there is a higher chance that users will take the desired action.

Availability

Another significant difference between CTV retargeting and social media retargeting is availability. CTV retargeting is only available on connected TV devices, whereas social media retargeting is available on various platforms, including desktop and mobile.

This means that CTV retargeting is more limited in terms of reach, but it can be more effective for businesses that want to target a specific type of user.

On the other hand, social media retargeting is more widely available but may be less effective for businesses that want to target a specific type of user.

Final Thoughts on CTV Retargeting vs. Social Media Retargeting

CTV retargeting and social media retargeting are both effective ways to reach your target audience. However, there are some key differences between the two that you should keep in mind when deciding which one is right for your business.

CTV retargeting is better suited for businesses that want to deliver a more engaging and interactive ad experience. Social media retargeting is more flexible and can be used for various ad formats.

In many cases, both CTV and social media retargeting can be effective for a retargeting strategy. It really depends on your business goals and objectives.