LinkedIn Expands B2B Ad Targeting To UK Connected TVs
LinkedIn is bringing its professional audience targeting to UK connected TVs, allowing advertisers to reach decision-makers by job role and industry. This expansion may help advertisers influence buyers earlier in the purchasing process.
Original reporting · digiday.com
Original: “LinkedIn brings its B2B ad targeting to U.K. connected TVs”
Read “LinkedIn brings its B2B ad targeting to U.K. connected TVs” at Digiday →
How this was written. GMS Agency Desk wrote this article with a language model from Digiday’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Digiday’s report
- LinkedIn is expanding its connected TV ad targeting to the UK, allowing advertisers to reach decision-makers by job role and industry.
- Advertisers can use LinkedIn's targeting to introduce their brand to decision-makers and then retarget them through other ad formats.
- LinkedIn's CTV ads may help advertisers influence buyers earlier in the purchasing process and reduce the cost of converting leads.
LinkedIn is expanding its connected TV ad targeting to the UK, following a staged rollout in the US that began in 2024. The company's professional audience targeting allows advertisers to reach viewers based on their job roles, industries, and seniority levels while they watch ad-supported streaming content.
Advertisers can use this targeting to introduce their brand to decision-makers and then retarget them through other LinkedIn ad formats to encourage action. For instance, a company selling software could use LinkedIn's targeting to reach senior IT decision-makers.
LinkedIn has partnered with LG and Titan OS for its UK CTV ads offering, which is available to all advertisers in the market. The company claims that people exposed to a brand's CTV ad cost 30% less to convert into sales leads.
However, some advertisers have raised questions about the cost and targeting accuracy of LinkedIn's CTV offering. One agency found that LinkedIn's pricing was significantly higher than other direct CTV providers, with high minimum spend requirements.
LinkedIn is investing in revenue and pipeline attribution, as well as incrementality testing, to help advertisers understand the contribution of CTV ads to their business outcomes. The company is also looking to improve how advertisers measure the impact of CTV beyond clicks and lead form completions.
The expansion of LinkedIn's CTV ads to the UK gives the company another way to tap into the growing demand for video advertising. Video advertising on LinkedIn is growing 25% year-over-year, according to the company. This article is based on reporting by Digiday.
Questions and answers
What is LinkedIn's CTV ads offering?
LinkedIn's CTV ads offering allows advertisers to reach viewers based on their job roles, industries, and seniority levels while they watch ad-supported streaming content.
How does LinkedIn's CTV ads offering help advertisers?
LinkedIn's CTV ads offering may help advertisers influence buyers earlier in the purchasing process and reduce the cost of converting leads.
What are the concerns about LinkedIn's CTV ads offering?
Some advertisers have raised questions about the cost and targeting accuracy of LinkedIn's CTV offering, citing high pricing and minimum spend requirements.
