LinkedIn Connected TV: A New Frontier for B2B Marketers
At its recent B2Believe Conference, LinkedIn made a groundbreaking announcement – the launch of LinkedIn Connected TV (CTV). This new product offering opens up opportunities for B2B marketers to reach their target audiences on the big screen at home, in collaboration with major CTV publishers like Roku, Samsung, and NBCUniversal. With the ability to purchase streaming ads through LinkedIn’s campaign manager, marketers now have a powerful tool to engage with decision-makers outside of the platform.
The introduction of LinkedIn Premiere, a managed offering in Campaign Manager in partnership with NBCUniversal, further solidifies the platform’s commitment to helping brands target audiences across premium streaming content on CTV.
The launch of LinkedIn CTV raises important questions for marketers: Is it a viable product for our marketing strategy? What are its benefits? How does it work? And how do we measure its impact?
Exploring Connected TV and its Marketing Benefits
Connected TV (CTV) advertising allows brands to deliver ads through internet-connected television sets, offering a unique way to engage with audiences. With benefits like targeted advertising, high viewability, brand safety, cost-effectiveness, measurable results, and broad reach, CTV ads present a compelling opportunity for marketers.
LinkedIn CTV already reaches 60 million households and over 105 million connected devices per month in the US and Canada, demonstrating the platform’s reach and potential for growth.
Harnessing the Power of Video with LinkedIn CTV
Taina Palombo-Price, LinkedIn’s Senior Director of Product Marketing, emphasized that CTV offers a powerful storytelling platform for B2B brands. Building on the success of in-stream video ads, LinkedIn’s foray into CTV aligns with the increasing trend of video consumption across various platforms.
Reaching Audiences with LinkedIn CTV
Penry Price, VP of Marketing Solutions at LinkedIn, highlighted the strategic shift to CTV as a means to engage with audiences in different contexts throughout the day. By expanding reach beyond the platform, B2B advertisers can connect with LinkedIn members during work hours or leisure time at home.
Unlocking the Potential of LinkedIn CTV Ads
LinkedIn CTV ads aim to raise brand awareness and consideration early in the purchase journey, setting the stage for successful advertising campaigns. By leveraging CTV for brand messaging, marketers can enhance audience engagement and drive meaningful interactions.
The launch of LinkedIn CTV marks a significant milestone for B2B marketers, offering a unique opportunity to showcase creativity and engage with audiences in new ways.
Measuring Success with LinkedIn CTV Ads
LinkedIn provides robust reporting tools and partnerships with industry leaders for advanced audience measurement and brand lift studies. By evaluating engagement metrics and collaborations with verification partners, marketers can gauge the efficacy of their CTV campaigns and optimize performance.
Getting Started with LinkedIn CTV Campaigns
For B2B marketing pioneers looking to dive into LinkedIn CTV ads, understanding the campaign setup process is crucial. With options for pre-roll, mid-roll, and post-roll ads, as well as targeting limitations and language preferences, marketers can create tailored campaigns to reach their desired audiences.
To learn more about setting up Connected TV ads in Campaign Manager, refer to the LinkedIn help center article.
Maximizing Opportunities with LinkedIn CTV Ads
Taking advantage of LinkedIn’s B2B targeting capabilities on CTV opens up new possibilities for marketers to engage with audiences in a holistic manner. By aligning brand messaging with premium streaming content, brands can create impactful touchpoints throughout the buyer journey, driving memorable interactions and brand affinity.
As the landscape of social media advertising evolves, LinkedIn CTV presents a compelling option for B2B marketers seeking to elevate their campaigns and connect with audiences in meaningful ways.
Author Bio
About the author
Alex White is the Social – Influencer Lead at TopRank Marketing and a proud U.S. Navy veteran. With a wealth of industry experience, Alex specializes in building strong relationships with B2B influencers and delivering exceptional campaign results for Fortune 1000 brands. His collaborative approach and positive attitude make him a valuable asset to clients and colleagues alike.