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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
- Aim for 15 or 30 seconds in length
- Ensure it meets LinkedIn's CTV ad specifications
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.
