LinkedIn introduces CTV ads for B2B campaigns

LinkedIn CTV ads is a new advertising feature that allows marketers to include ads on Connected TV (CTV) platforms as part of their B2B campaigns. This feature is integrated into LinkedIn's suite of advertising tools, enabling advertisers to reach their target audiences through streaming television content.

To add CTV to your LinkedIn campaigns, you need to:

1. Log into LinkedIn’s self-service Campaign Manager.
2. Choose an advertising objective for your video ad.
3. Decide whether to run a CTV-only campaign or a multichannel campaign to boost brand awareness.
4. Select your target audience, which can include English-speaking decision-makers in the U.S. and Canada, and refine it by company size, seniority, and interests.
5. Set a budget and schedule for your campaign.

LinkedIn has established partnerships with several entities to support its CTV ads offering:

• Network of partners for ad distribution, including Paramount, Roku, and Samsung Ads.
• LinkedIn Premiere, a managed offering in partnership with NBCUniversal.
• Kantar for objective lift studies.
• iSpot for advanced audience measurement across platforms, including linear and CTV.

LinkedIn provides various measurement tools to help advertisers track the success of their CTV ads campaigns:

• Native reporting in Campaign Manager, including Performance Summary Report, Revenue Attribution Report, and Conversions API.
• The new CTV Brand Lift test to measure metrics like reach, conversion rates, and video completion rates.
• The ability to retarget members who viewed the video ad with additional campaigns and formats, such as lead gen forms and Document Ads.

LinkedIn CTV ads help B2B marketers by:

• Reaching customers through a growing channel, as 90% of B2B marketers found CTV effective in reaching customers according to a Demandbase study.
• Engaging with audiences consistently to keep the brand memorable for when buyers are ready to make a purchase.
• Providing tools to measure campaign effectiveness and retarget viewers with additional campaigns to drive results throughout the purchase cycle.