In the dynamic world of digital marketing, companies are constantly seeking fresh, impactful ways to extend their influence. Picture connecting with your professional audience as they enjoy their favourite streaming shows—LinkedIn has made this possible by introducing Connected TV (CTV) ads tailored for B2B campaigns. 

This innovative move stands to revolutionise B2B marketing strategies. A notable 90% of B2B marketers who have adopted CTV advertising in 2023 report a substantial increase in customer reach, according to a Demandbase study. We will explore the mechanics, advantages, and strategic impact of LinkedIn’s CTV ads in this discussion.

The Rise of LinkedIn CTV Ads

LinkedIn's addition of CTV ads to its advertising options offers B2B marketers a novel avenue to reach potential clients right in their living rooms, expanding beyond the confines of traditional digital advertising. This is made possible through strategic alliances with major CTV platforms such as Paramount, Roku, and Samsung Ads, enabling marketers to project their campaigns into the everyday lives of business professionals.

How Connected TV Advertising Functions

LinkedIn is tapping into its vast network of B2B advertisers via the LinkedIn Audience Network to pilot and refine CTV advertising campaigns. These ads are strategically placed within long-form and episodic content across streaming services, devices, and smart TVs. Placement options include pre-roll (before content), mid-roll (during content), and towards the end of the content, enhancing visibility and engagement.

Requirements for Launching Connected TV Ads

To deploy CTV ads, several key steps and criteria must be followed:

• Campaign Creation: Utilise the Campaign Manager tool on LinkedIn to set up your ads.
• Ad Specifications: Ensure your video content adheres to the specific requirements set out for CTV ads on LinkedIn.
• Campaign Objectives: Select "Brand Awareness" as your campaign objective and activate the "Connected TV only" toggle. This action automatically sets your ad format to video and targets it through the LinkedIn Audience Network, settings which cannot be modified.
• Bidding Strategy: CTV ads operate on an auto-bidding mechanism to optimise your ad spend.

Current Limitations of CTV Ads

As CTV advertising is still in the experimental phase on LinkedIn, there are a few limitations to note:

• Geographical Reach: Currently, targeting is restricted to audiences in the United States and Canada.
• Language Preferences: The audience language for CTV campaigns must be English.
• Forecasting Accuracy: Please note that while we provide forecasts for CTV campaigns, these are estimations and do not guarantee actual performance.

Measuring Impact with Brand Lift Tests

For those running CTV campaigns, LinkedIn offers Brand Lift tests to gauge the impact of your advertising efforts. These tests are conducted via surveys delivered to LinkedIn members through web or mobile devices within the LinkedIn feed and Audience Network. You can access and review the results on the Test page in Campaign Manager. Note that detailed comparisons between CTV campaigns and other campaign types are not yet available, and Brand Lift tests adhere to the same eligibility criteria as other LinkedIn tests.

This framework provides a comprehensive understanding of how to effectively utilise LinkedIn’s Connected TV advertising, aligning your brand with professional audiences in a dynamic and engaging format.