LinkedIn, the popular professional networking platform, is expanding its advertising solutions to target active B2B marketers. The company has introduced two new ad products, CTV ads and Live Event ads, along with a new managed service called LinkedIn Premiere in collaboration with NBCUniversal. These enhanced advertising solutions aim to help advertisers reach high-value B2B marketers both on and off the LinkedIn platform.
The first ad product, CTV ads, allows advertisers to showcase their content to LinkedIn users alongside top-quality TV shows on connected devices. Advertisers 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. This new ad solution provides a unique opportunity for brands to engage with their target audience effectively.
The second ad product, Live Event ads, enables advertisers to promote their upcoming LinkedIn events while people are watching streams. This new format adjusts dynamically based on the timing of the event, allowing advertisers to build brand awareness and deepen engagement with prospective buyers. Live Event ads are currently being tested and offer a new way for advertisers to spread the word about their broadcasts.
LinkedIn Premiere, the new managed service in Campaign Manager, is designed to enhance targeting capabilities. In collaboration with NBCUniversal, it allows brands to target decision-makers in the United States across NBCUniversal’s premium streaming content on Connected TV (CTV). This specialized method of delivering tailored content ensures that advertisers can reach their desired viewers effectively.
To launch a LinkedIn CTV campaign, advertisers can follow a few simple steps. They can log in to Campaign Manager and choose “Create a brand awareness campaign” as their objective, selecting “Connected TV only campaign.” Advertisers can then determine their target audience by using attributes like company, seniority, and interests. They can set a budget and schedule for their campaign before reviewing all assets and choices. To measure the success of their campaigns, advertisers can monitor their effectiveness in reaching B2B audiences across platforms.
LinkedIn’s CTV and Premiere ads will be rolled out to advertisers in the U.S. and Canada this week. These enhanced advertising solutions aim to help brands engage with their target audience in creative ways across multiple channels, ensuring that their brand remains memorable when it’s time to make a purchase. With the increasing popularity of Connected TV and the success of In-stream Video Ads on LinkedIn, these new ad products provide advertisers with more opportunities to get their creative in front of the LinkedIn audience.
In a statement, LinkedIn emphasized the importance of consistent engagement with the audience in creative ways, stating that only 5% of buyers are in-market for a new purchase at any given time. They highlighted the success of Connected TV in reaching B2B buyers, with 90% of US households embracing it in 2023. LinkedIn CTV builds on the success of In-stream Video Ads and allows advertisers to reach the LinkedIn audience against high-quality, streaming television content on connected sets.
Overall, LinkedIn’s introduction of enhanced advertising solutions demonstrates their commitment to helping advertisers effectively target high-value B2B marketers. With CTV ads, Live Event ads, and LinkedIn Premiere, advertisers have more opportunities to engage with their target audience and build brand awareness. These new ad products provide a specialized method of delivering tailored content, ensuring that advertisers can reach their desired viewers effectively. As B2B marketers continue to seek creative ways to engage with their audience, LinkedIn’s enhanced advertising solutions offer valuable tools for success.
