LinkedIn reaches the TV screen

LinkedIn has launched CTV ads aimed at enhancing B2B marketing campaigns. This new offering allows brands to reach audiences in the US and Canada on a TV screen, overlaying LinkedIn's rich audience targeting.

Advertisers can add CTV to their LinkedIn campaigns through a network of partners including Paramount, Roku and Samsung Ads. In addition to LinkedIn’s self-service Campaign Manager, the company also has a managed offering, LinkedIn Premiere via its partnership with NBCUniversal.

While the offering isn't yet available in Australia, it's something to keep an eye out for our market in the months to come.

"LinkedIn CTV, including LinkedIn Premiere in partnership with NBCUniversal, builds on our suite of video solutions that help our customers reach their key audiences across our community of 1 billion members,” according to a LinkedIn representative. “Since only 5% of buyers are in market for a new purchase at any given time, it’s important for B2B marketers to consistently engage with their audiences to ensure their brand is memorable when it’s time to buy. We launched LinkedIn CTV to help our customers continue to reach and engage new audiences across streaming television content.”

In addition to native reporting on the site, LinkedIn partnered with Kantar for objective lift studies and with iSpot to provide advanced audience measurement.

“Customers can use native reporting in Campaign Manager, like Performance Summary Report, Revenue Attribution Report, Conversions API and our new CTV Brand Lift test to measure their success using metrics like reach, conversion rates and video completion rates,” said a LinkedIn representative. “Additionally, customers can retarget members who viewed their video ad with additional campaigns and formats, like lead gen forms and Document Ads, to drive measurable results at any stage throughout the purchase cycle.”

Exciting opportunities ahead for B2B marketers looking to extend their brand building channel suite. More to come no doubt.

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