LinkedIn is launching two new ad products designed for targeting high-value B2B marketers both on and off its platform:
- CTV ads.
- Live Event ads.
Additionally, LinkedIn is launching a new managed service in Campaign Manager called LinkedIn Premiere, in collaboration with NBCUniversal to enhance targeting.
CTV ads. This new ad ad solution is designed to help advertisers showcase content to LinkedIn users alongside top-quality TV shows on connected devices. You can launch a LinkedIn CTV campaign in Campaign Manager and expand its reach across LinkedIn’s network of publishers like Paramount, Roku, and Samsung Ads.
LinkedIn Premiere. This service allows brands to target decision-makers in the United States across NBCUniversal’s premium streaming content on Connected TV (CTV). It provides advertisers with a specialized method to deliver tailored content to their target audience on high-quality streaming platforms, making it easier to reach the desired viewers effectively.
How it works. Creating CTV campaigns might be new or require additional support for targeting specific audiences. LinkedIn Premiere can assist with this. However if you would prefer to launch your own LinkedIn CTV campaign across LinkedIn’s network of publishers, once create your video ad and log in to Campaign Manager, follow these steps:
- Choose Your Objective: Login to Campaign Manager and choose “Create a brand awareness campaign” as your objective, and select “Connected TV only campaign”.
- Determine Your Target Audience: Target decision-makers in English across the US and Canada using attributes like company, seniority and interests.
- Set a Budget and Schedule: Choose your advertising campaign budget and the timing for your campaign.
- Review and Launch: Review all assets and choices before you launch.
- Measure Your Success: Monitor your effectiveness in reaching B2B audiences across platforms, like linear and CTV by leveraging Kantar.
LinkedIn’s CTV and Premiere ads are set to be rolled out to advertisers in the U.S. and Canada this week.
Live Event ads. This new feature lets you advertise your upcoming LinkedIn events while people are watching streams, giving you more chances to spread the word about your broadcasts. This new format helps promote your company’s live event before, during, and after it occurs, adjusting dynamically 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 prospective buyers.”
What LinkedIn is saying. LinkedIn said in a statement:
- “With only 5% of buyers in-market for a new purchase at any given time, consistent engagement with your audience in creative ways across multiple channels – from video to events – helps ensure your brand is memorable when it’s time to buy.”
- “90% of US households embraced Connected TV in 2023 and the 90% of you that used it last year believe that it helped to reach B2B buyers.
- “LinkedIn CTV builds on the success of In-stream Video Ads, which are helping customers nearly triple their in-stream video completion rate, and is designed to help you get your creative in front of the LinkedIn audience against high-quality, streaming television content on connected sets.”
Deep dive. Read LinkedIn’s announcement in full for more information.
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