LinkedIn is launching two new advertising products designed to target high-value B2B marketers both on and off its platform:
In addition, LinkedIn is launching a new managed service in Campaign Manager called LinkedIn Premiere, in partnership with NBCUniversal to improve targeting.
CTV commercials. This new ad solution is designed to help advertisers show content to LinkedIn users alongside high-quality TV shows on connected devices. You can launch a LinkedIn CTV campaign in Campaign Manager and extend its reach to the LinkedIn publisher network like Paramount, Roku, and Samsung Ads.
Premiere of LinkedIn. This service enables brands to reach America’s decision makers through NBCUniversal’s premium streaming content on Connected TV (CTV). It provides advertisers with a specialized method to deliver personalized content to their target audience on high-quality streaming platforms, making it easy to reach their desired viewers effectively.
How it works. Creating CTV campaigns may be new or require additional support to target specific audiences. LinkedIn Premiere can help with this. However, if you prefer to launch your own LinkedIn CTV campaign through the LinkedIn Publisher Network, once you’ve created your video ad and signed in to Campaign Manager, follow these steps:
Choose your goal: Log in to Campaign Manager and choose “Create Brand Awareness Campaign” as your goal and select “Connected TV Only Campaign”.
Determine your target audience: Target English-language decision makers in the US and Canada using attributes such as company, seniority, and interests.
Set a budget and schedule: Choose the budget of the advertising campaign and the timing of the campaign.
Review and release: Review all resources and options before launching.
Measure your success: Monitor your effectiveness in reaching B2B audiences across platforms including linear and CTV by leveraging Kantar.
LinkedIn’s CTV and Premiere ads will go live this week to advertisers in the United States and Canada.
Live event announcements. This new feature lets you announce your upcoming LinkedIn events while people are watching the streams, giving you more opportunities to get your broadcasts out the door. This new format helps promote your company’s live event before, during and after it happens, dynamically adjusting based on its timing.
Live event ads are currently being tested to help advertisers “continue to build brand awareness in new ways and deepen engagement with potential buyers.”
What LinkedIn says. LinkedIn said in a statement:
“With only 5% of shoppers in the market for a new purchase at any given time, consistently engaging with your audience in creative ways across multiple channels, from video to events, helps ensure your brand be memorable when it’s time to shop.” “90% of US households adopted connected TV by 2023, and 90% of you who used it last year believe it helped reach B2B buyers.” LinkedIn CTV builds on success of in-stream video ads, which are helping clients nearly triple their in-stream video completion rate, and is designed to help you get your creative in front of LinkedIn’s audience against streaming TV high quality contained in connected sets”.
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deep dive. Read LinkedIn’s announcement in full for more information.
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