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Imagine showcasing your B2B brand to over 200 million
professionals while they're relaxing at home, watching their favorite shows.
This is now possible with LinkedIn Connected TV (CTV) ads.
What are LinkedIn CTV Ads? These are video advertisements
that appear on streaming TV services like Roku, Samsung TV, and NBCUniversal,
targeted using LinkedIn's extensive professional data.
Why Use LinkedIn CTV Ads?
- Reach
decision-makers during their downtime
- Leverage
LinkedIn's precise targeting based on job titles, industries, company
size, etc.
- Access
over 60 million households in the US and Canada
- Obtain
detailed performance analytics for optimization
How to Create a LinkedIn CTV Ad Campaign:
- Access
LinkedIn Campaign Manager
- Click
"Create" and select "Brand Awareness" as your
objective
- Enable
the "Connected TV only" toggle
- Set
your targeting:
- Choose
audience attributes (job title, industry, company size, seniority, etc.)
- Note:
Currently limited to US and Canada with English language
- Define
your budget and schedule
- Upload
your video ad:
- Aim
for 15 or 30 seconds in length
- Ensure
it meets LinkedIn's CTV ad specifications
- Launch
your campaign
- Monitor
performance using LinkedIn's analytics dashboard
Best Practices:
- Create
attention-grabbing content in the first few seconds
- Include
a clear, memorable call-to-action
- Regularly
check analytics and adjust your campaign for optimal performance
- Align
your CTV ads with your overall content marketing strategy
- Test
different ad formats and messaging styles
Examples of Successful LinkedIn CTV Campaigns:
- Tech
Startup Success: A cloud computing startup targeted CTOs and IT
Directors with a 30-second ad showcasing their innovative solution. They
saw a 40% increase in website visits and a 25% boost in demo requests
within the first month of their campaign.
- Consulting
Firm Brand Awareness: A management consulting firm created a series of
15-second ads highlighting their expertise in different industries. By
targeting C-suite executives, they achieved a 50% increase in brand recall
and a 30% uptick in LinkedIn profile views.
- SaaS
Company Lead Generation: A software-as-a-service company specializing
in HR solutions created a compelling 30-second ad offering a free
whitepaper. By targeting HR managers and directors, they saw a 60%
increase in whitepaper downloads and a 35% boost in qualified leads.
- Financial
Services Thought Leadership: An investment firm produced a series of
15-second ads featuring insights from their top analysts. Targeting
finance professionals and business owners, they experienced a 45% increase
in newsletter subscriptions and a 20% rise in asset under management inquiries.
Statistics:
- LinkedIn
CTV ads can reach over 105 million connected devices in the US and Canada.
- 78% of
B2B buyers use LinkedIn to engage with thought leadership content
(LinkedIn, 2021).
- CTV ad
spending is projected to reach $29.5 billion by 2024 (eMarketer, 2022).
Advanced Targeting Strategies:
- Account-Based
Marketing (ABM): Use LinkedIn's company targeting to focus your CTV
ads on specific accounts you're pursuing.
- Lookalike
Audiences: Expand your reach by targeting professionals similar to
your current customers or website visitors.
- Retargeting:
Create custom audiences based on users who have interacted with your
LinkedIn content or visited your website.
Measuring Success:
- View
Rate: The percentage of times your ad was viewed to completion.
- Brand
Lift: Measure the increase in brand awareness or consideration after
your campaign.
- Website
Traffic: Track the increase in visitors to your site during and after
your CTV campaign.
- Conversion
Rate: Monitor how many viewers took a desired action (e.g., signing up
for a demo) after seeing your ad.
Is It Right for You? Consider LinkedIn CTV ads if you're:
- A B2B
company looking to reach specific decision-makers
- Willing
to experiment with new advertising channels
- Aiming
to create a lasting brand impression
- Looking
to complement your existing LinkedIn marketing efforts
- Interested
in reaching professionals in a more relaxed, receptive setting
Remember, LinkedIn CTV is still evolving. Stay informed
about platform updates and be prepared to adapt your strategy. By following
these steps, best practices, and learning from successful examples, you can
leverage LinkedIn CTV ads to expand your reach and connect with professionals
in an innovative way.
As you implement your CTV campaign, continuously analyze
your results and refine your approach. This new frontier in B2B advertising
offers exciting possibilities for those willing to explore and optimize their
strategies.
