LinkedIn today introduced CTV Ads, which allow marketers to include ads on CTV platforms in their B2B campaigns.
Advertisers can add CTV to their LinkedIn campaigns through a partner network that includes Paramount, Roku and Samsung Ads.
In addition to LinkedIn’s self-service campaign manager, the company also has a managed offering, LinkedIn Premiere through its partnership with NBCUniversal.
Why we care CTV is a growing channel for many marketers, including B2B companies. As part of its rationale for introducing CTV, LinkedIn cited a Demandbase study that found 90% of B2B marketers who used it in 2023 believed it helped reach customers.
Building on video. “LinkedIn CTV, including LinkedIn Premiere in partnership with NBCUniversal, builds on our suite of video solutions that help our clients reach their key audiences across our billion-member community,” according to a representative for LinkedIn. “Since only 5% of buyers are in the market for a new purchase at any given time, it’s important for B2B marketers to constantly engage with their audience to ensure their brand is memorable when it’s time to buy. We launch LinkedIn CTV to help our clients continue to reach and engage new audiences through streaming TV content.”
Dig Deeper: B2B CEO Social Media Checklist
Starting. Marketers who have created a video ad simply log in to Campaign Manager and choose a target. They can select a CTV-only campaign or launch a multi-channel campaign to increase brand awareness.
Marketers can then choose a target audience from English-speaking decision makers in the US and Canada found on LinkedIn. Advertisers can choose attributes for their target, such as company size, seniority, and interests.
Advertisers then set a budget for their campaign and determine when they want it to run.
measurement In addition to native on-site reporting, LinkedIn partnered with Kantar for goal lift studies and with iSpot to provide advanced audience measurement.
The iSpot partnership enables B2B marketers to measure campaign effectiveness across platforms, including linear and CTV.
Driving results. “Clients can use the native reports in Campaign Manager, such as the Performance Summary report, the Revenue Attribution report, the Conversions API, and our new CTV Brand Lift test to measure their success through metrics like reach, conversion rates, and video completion rates,” said a LinkedIn representative. “In addition, clients can retarget members who have viewed their video ad with additional campaigns and formats, such as lead generation forms and document ads, for measurable results at any stage of the buying cycle.”
Live event announcements. LinkedIn also introduced live event ads to help B2B marketers promote live events. This comprehensive offering allows marketers to increase registration and engage potential customers before, during and after live virtual events.
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