LinkedIn Connected TV Ads

Imagine reaching over 200 million professionals while they’re relaxing on their couches, catching up on their favorite shows. Sounds too good to be true? Not anymore.

At its B2Believe Conference, LinkedIn recently announced LinkedIn Connected TV (CTV) ads.

So, what exactly is LinkedIn CTV? It’s a new ad format that allows marketers to expand their reach beyond the LinkedIn platform and into the living rooms of their target audience. Leveraging LinkedIn’s robust professional data, you can now deliver your ads to the right viewers on streaming TV services. This blends the power of LinkedIn’s precise targeting with the immersive experience of television ads.

But why should you care about LinkedIn CTV ads, and how can they fit into your LinkedIn marketing strategy? Let’s dive in and explore how LinkedIn’s new offering can help you connect with high-value audiences in a more impactful way.

Key Takeaways

• LinkedIn CTV ads bring B2B targeting to the big screen, allowing you to reach decision-makers during their downtime through TV streaming services.
• Leverage LinkedIn’s unparalleled professional data to target your ads with pinpoint accuracy based on job titles, industries, and company sizes.
• Tap into a premium audience of over 60 million households, ensuring your message reaches high-quality leads who can influence purchasing decisions.
• Access comprehensive analytics to measure campaign performance, from view rates to brand lift studies, enabling data-driven optimization.
• Seamlessly integrate CTV ads with your existing LinkedIn marketing efforts for a cohesive, multi-touchpoint B2B strategy that boosts brand memorability.

Table of Contents

• Key Takeaways
• What Is LinkedIn Connected TV (CTV)?
• How LinkedIn CTV Works
• What Are the Benefits of LinkedIn CTV for Marketers?
• Getting Started With LinkedIn CTV
• LinkedIn CTV Best Practices
• Should You Consider LinkedIn CTV Ads?
• FAQs
• Conclusion

What Is LinkedIn Connected TV (CTV)?

LinkedIn Connected TV (CTV) is a new ad format that allows B2B marketers to deliver ads on streaming television services, such as Roku, Samsung, and NBCUniversal. Essentially, LinkedIn CTV takes the powerful targeting capabilities that you already know from LinkedIn and applies them to TV ads.

This means you can reach your ideal audience while watching their favorite shows at home, using data based on their LinkedIn profiles—things like job title, industry, or company size. It’s a way to extend your LinkedIn campaigns beyond the traditional digital space and into a medium that has proven high engagement. 

You can even see forecasted results before you actually set up your campaign, giving you a glimpse into your ROI before a dollar is spent. The image below lets you toggle between 7-days and 30-days to see what the potential of your campaign.

With a reach of over 60 million households and 105 million connected devices in the US and Canada, LinkedIn CTV is opening up a whole new world of possibilities for using TV in digital marketing.

How LinkedIn CTV Works

LinkedIn Connected TV (CTV) ads work by leveraging LinkedIn’s extensive first-party data and targeting capabilities to deliver ads on streaming television services. When you create a CTV ad campaign, you use LinkedIn’s Campaign Manager, where you can set your targeting criteria based on professional profiles—such as job title, industry, and company size. The ads are then served on connected TVs through a network of major streaming publishers like Roku, Samsung, and NBCUniversal.

These ads can appear in various placements within long-form and episodic content—either at the beginning (pre-roll), in the middle (mid-roll), or towards the end (last 15-30 seconds). 

Source: LinkedIn Marketing Solutions

This flexibility allows you to position your brand where it’s most likely to engage viewers. You can also monitor your campaign performance in real time, using LinkedIn’s robust analytics and third-party measurement partners to optimize for brand lift and audience reach. For a detailed breakdown of setting up CTV ads, refer to LinkedIn’s helpful guide.

LinkedIn CTV ads offer a unique way to reach your audience on a large screen, providing an immersive experience that can complement your existing LinkedIn marketing efforts. 

What Are the Benefits of LinkedIn CTV for Marketers?

As someone always on the lookout for game-changing strategies, I can tell you that LinkedIn CTV ads have an array of benefits. They leverage LinkedIn’s vast community of over one billion professionals, allowing you to reach your target audience on the big screen in their living rooms. 

Here’s why you should be excited about LinkedIn CTV:

• Precision Targeting: LinkedIn’s first-party data enables you to zero in on your ideal audience based on job titles, industries, company sizes, and more. This level of targeting in the CTV space is unprecedented for B2B marketers.
• High-Quality Audience: You’re not just reaching any viewer—you’re engaging decision-makers and influencers in their respective fields. This means your ad spend is focused on those who can actually impact purchasing decisions.
• Enhanced Engagement: CTV viewers are typically more attentive and focused compared to mobile or desktop users. This increased attention translates to higher engagement rates for your ads, allowing you to maximize the impact of your user engagement features.
• Comprehensive Analytics: LinkedIn provides detailed performance metrics that allow you to measure campaign effectiveness and refine your strategies. You can track everything from view rates to brand lift studies.
• Cross-Platform Integration: LinkedIn CTV ads seamlessly integrate with your other LinkedIn marketing efforts. This allows for a cohesive strategy across multiple touchpoints in the buyer’s journey.
• Brand Safety: LinkedIn’s partnerships with premium content providers ensure your ads appear in brand-safe environments, protecting your reputation while reaching your target audience.
• Increased Reach: With access to over 60 million households and 105 million connected devices in the US and Canada, LinkedIn CTV significantly expands your potential audience.
• Competitive Edge: As an early adopter of LinkedIn CTV ads, you can gain a significant advantage over competitors who are slower to embrace this new channel.

By leveraging these benefits, you can create more impactful user engagement strategies that resonate with your professional audience in a whole new way. 

Getting Started With LinkedIn CTV

Ready to dive into LinkedIn CTV ads? Here’s a step-by-step guide to get you started:

1. Access Campaign Manager: Log into your LinkedIn account and navigate to Campaign Manager. This is where you’ll set up and manage your CTV ad campaigns.

2. Create a New Campaign: Click on “Create” (the blue button) and select “Brand Awareness” as your objective. This is crucial, as CTV ads are currently only available for brand awareness campaigns.

3. Enable CTV Ads: Look for the “Connected TV only” toggle and switch it on. This will automatically select the video ad format and enable the LinkedIn Audience Network.

4. Define Your Audience: Use LinkedIn’s targeting options to specify your ideal audience. Remember, you’re currently limited to targeting the US and Canada with English as the audience language.

5. Set Your Budget and Schedule: Determine how much you want to spend and how long you want your campaign to run. Note that CTV ads only support auto-bidding at this time.

6. Create Your Video Ad: Upload your video asset. Aim for 15 or 30-second durations for optimal performance. Ensure your video meets LinkedIn’s CTV ad specifications.

7. Launch and Monitor: Once your campaign is live, closely monitor its performance using LinkedIn’s analytics tools. Pay attention to delivery rates and demographic reporting, especially in the early days of your campaign.
8. Optimize and Refine: Use the insights gathered from your analytics to refine your targeting, adjust your creative, and optimize your LinkedIn ads for maximum impact.

Remember, LinkedIn CTV is still in testing, so keep an eye out for updates and new features. 

LinkedIn CTV Best Practices

As LinkedIn continues to refine its CTV ad offering, it’s crucial to stay on top of best practices. Keep in mind that these may evolve as the platform optimizes the experience. Here are my top recommendations for maximizing your LinkedIn CTV ad performance:

• Laser-focused targeting: Leverage LinkedIn’s robust targeting options. Zero in on your ideal audience based on industry, job title, company size, and other professional attributes. This precision is what sets LinkedIn Connected TV apart from traditional TV advertising.
• Craft compelling content: Your video needs to grab attention fast. Create high-quality, visually striking content that resonates with your professional audience. Remember, you’re competing with premium streaming content, so make every second count.
• Keep it concise and clear: Attention spans are short, even on the big screen. Aim for 15 to 30-second spots that deliver your message efficiently. Get to the point quickly and make sure your value proposition is crystal clear.
• Implement a strong call-to-action (CTA): Guide your viewers on what to do next. Whether it’s visiting your website, downloading a whitepaper, or signing up for a demo, make your CTA compelling and easy to remember.
• Continuously monitor and optimize: Regularly dive into your analytics. Track performance metrics, analyze viewer behavior, and use these insights to refine your campaigns. Remember, data-driven decisions lead to better ROI.
• Align with your content marketing strategy: Ensure your CTV ads complement your overall content marketing efforts. This consistency reinforces your message across multiple touchpoints.
• Test and iterate: As with any new platform, experimentation is key. Try different ad formats, messaging styles, and targeting combinations to find what works best for your brand.

Should You Consider LinkedIn CTV Ads?

LinkedIn CTV ads are best suited for B2B organizations looking to make a meaningful impact in their marketing efforts. Here are some traits of businesses that could benefit the most from using LinkedIn CTV ads:

• Focused on Precision B2B Targeting: LinkedIn’s unparalleled professional data allows for highly accurate targeting in the CTV space if your business thrives on reaching specific decision-makers and influencers. Companies looking to connect with key stakeholders and niche audiences will find LinkedIn CTV ads especially powerful.
• Seeking a Cohesive Marketing Strategy: Businesses that want to bridge the gap between their social media marketing and broader advertising efforts can benefit from LinkedIn CTV. It provides a seamless experience across various touchpoints in the B2B marketing funnel, enhancing overall campaign effectiveness.
• Aiming for Strong Brand Memorability: If your goal is to leave a lasting impression, LinkedIn CTV ads can help. By engaging professional audiences in a more relaxed, at-home setting, you can create memorable brand experiences that resonate beyond the typical workday interactions.
• Open to Early Adoption and Innovation: LinkedIn CTV offers a relatively untapped space for businesses willing to explore new marketing channels and stay ahead of competitors. Early adopters can take advantage of the lower competition and shape best practices as the platform evolves.
• Ready to Experiment and Optimize: Agile and data-driven companies, always looking to optimize and improve, will benefit from LinkedIn’s ongoing platform refinements. With LinkedIn constantly updating and enhancing CTV ads, there’s room for innovation and learning that can provide a competitive edge.

While the full effectiveness of LinkedIn CTV is yet to be determined, its potential is undeniable. If you’re already seeing success with LinkedIn ads, expanding into CTV could be a game-changer for your B2B marketing strategy.

FAQs

Conclusion

LinkedIn Connected TV ads represent a significant leap forward in B2B marketing. By combining the targeting precision of LinkedIn with the engagement potential of television, this platform offers a unique opportunity to reach decision-makers in a more relaxed, receptive setting.

As with any new digital marketing trend, success with LinkedIn CTV will require experimentation, careful monitoring, and ongoing optimization. It’s not just about adapting your existing ads to a new format—it’s about rethinking your B2B content strategy to leverage this powerful new channel.

While it’s still early days for LinkedIn CTV, the potential is clear. For B2B marketers willing to be early adopters and navigate the learning curve, it could be a game-changing addition to their marketing mix. Stay informed, be ready to adapt, and you might just find yourself at the forefront of the next big thing in B2B advertising.

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