Maximize Your B2B Reach with LinkedIn Connected TV Advertising to reach a more professional audience

These are exciting times for marketing, with evolving AI technologies and various ways to expand your reach, making the sky the limit. However, these opportunities come with challenges, as the abundance of online tools allows for professional-looking content that attracts attention. Successful businesses are adapting to these changes, but the same tools can be exploited by scams or low-quality businesses, deterring audiences and leading to bad leads, poor customers, and costly sales losses. The sheer volume of people using these tools makes it difficult to reach desired professional audiences. Even with traditional methods like cold-calling, reaching the desired professional audience can be challenging. Professional executives often have gatekeepers who screen and filter emails, placing you on low priority.

Recently, a more cost-effective and innovative approach has emerged in the form of CTV advertising. Curious about what that is? LinkedIn Connected TV (CTV) advertising offers a powerful method to reach professional and elusive B2B audiences through streaming content on large-screen devices. Here are some key points about LinkedIn CTV advertising: LinkedIn Connected TV Ads are a new ad format that enables B2B marketers to deliver ads on streaming television services, such as Roku, Samsung, and NBCUniversal.When we need a particular product or service, or even when we don’t realize we need it, we might be watching our favorite TV show online when a compelling ad appears. Suddenly, we think, “Eureka! This is exactly what I’ve been looking for.” Alternatively, we might repeatedly see a familiar ad or hear about a product across our channels and networks, leading us to think, “This is what I need. I should subscribe and connect.” In these moments, the desired audience is relaxed, in a good mood, and has their guard down, allowing you to build rapport through this form of outreach.

How Does LinkedIn Connected TV Advertising Work?

• Produce a video ad for a CTV campaign.
• Target the audience by choosing campaign parameters.
• Set the budget.
• Upload the ad content to a CTV ad delivery platform and set a campaign start date.
• Monitor key performance indicators.

Here is a step-by-step guide to setting up your LinkedIn Connect TV Ads, for your marketing. If you’re unsure where to start with creating compelling content for your online marketing campaigns, consider partnering with a local digital marketing company. They can handle content creation for you, help strategize, and collaborate with you on your sales process.

In this article, we will explore six benefits of using LinkedIn Connected TV Ads and how they can transform your marketing efforts to reach a more professional audience and acquire the quality leads you’ve been dreaming of.

1. Targeting more exclusive audiences
2. High Visibility
3. Brand Safety
4. Cost-Effective
5. Measurable Results
6. Enhanced Reach
7. Conclusion

Collecting first-party data is crucial in marketing to understand customer preferences, behaviors, and needs. Personalized marketing strategies enhance customer experiences, leading to increased sales and positive reviews, which in turn boost your brand’s authority and credibility. This data can be gathered through website interactions, social media, email campaigns, customer feedback, and purchase history.

Additionally, LinkedIn TV Ads leverage data-driven targeting to reach specific professionals, decision-makers, and executives who are most likely interested in your products or services. LinkedIn CTV ads leverage LinkedIn’s first-party data, which is derived from its vast community of one billion professionals, to reach your target audience with precision. This ensures that your ads are shown to the most relevant viewers, minimizing wasted impressions and maximizing the effectiveness of your marketing campaigns. By utilizing this data, LinkedIn CTV ads can deliver highly targeted advertising on large-screen devices, providing a more engaging and impactful experience for your audience. This ability to target and reach executives will help build a robust database of potential clients or customers, reducing wasted impressions and saving time and money in your marketing efforts.

In addition to the advantages of targeting high-quality audiences, utilizing LinkedIn Connected TV (CTV) ads provides numerous opportunities to significantly enhance your brand visibility with minimal effort. By leveraging LinkedIn’s extensive first-party data, these ads ensure that your content reaches a highly targeted and relevant professional audience. This precision targeting not only maximizes the impact of your marketing campaigns but also minimizes wasted impressions, allowing you to connect with decision-makers, executives, and other key professionals who are most likely to be interested in your products or services. As a result, LinkedIn CTV ads can play a crucial role in elevating your brand’s presence and credibility within the professional community.

For example, Carnegie, a higher education marketing and enrollment firm, utilized LinkedIn CTV ads to enhance their clients’ marketing campaigns. By integrating LinkedIn CTV ads with their existing LinkedIn Sponsored Content campaigns, they observed a significant increase in lead form completion rates. Specifically, one of their clients experienced a 47% increase in lead form completions for users who were exposed to LinkedIn CTV ads compared to those who weren’t. Another client saw a 40% increase. That is an incredible amount of visibility! 

This demonstrates not only the significant visibility they achieved but also highlights how this increased exposure across professional channels and networks led to a substantial improvement in the quality of leads that converted into sales. 

Brand Safety is incredibly important when targeting your audiences, to ensure that reputable professionals and executives will view your content. How it works with LinkedIn is excludes certain categories of publishers. For example, low-quality publishers, content that is inappropriate to ensure a safe environment, custom block lists to publishers who don’t meet safety standards to prevent fraud, and category-level blocking. 

LinkedIn places a strong emphasis on brand safety for its Connected TV (CTV) ads, ensuring that your ads are displayed in a secure and reputable environment. Here are some key measures LinkedIn takes to uphold brand safety:

• Trusted Publishers: LinkedIn selects and approves trusted third-party publishers for the LinkedIn Audience Network, ensuring your ads are shown on high-quality platforms.
• Brand Safety Partners: LinkedIn collaborates with brand safety partners like Pixalate, Integral Ad Science (IAS), and DoubleVerify to provide additional layers of protection. These partners help filter out invalid traffic and ensure ads are placed in suitable contexts.
• Category-Level Blocking: Advertisers can set up category-level blocking based on IAB publisher categories or upload custom block lists and allow lists. This customization ensures that ads are placed on apps and sites that align with your brand safety standards.
• Automated and Manual Checks: LinkedIn employs multiple layers of automated fraud prevention and manual quality checks to filter out low-quality publishers and placements. This helps maintain a high standard of ad delivery.
• Brand Safety Hub: LinkedIn has launched a Brand Safety Hub, allowing advertisers to manage their audience network ads more effectively. This hub provides information about partner platforms and enables the creation of allow and block lists.

By implementing these measures, LinkedIn ensures that your CTV ads are displayed in a safe and reputable environment, protecting your brand’s integrity and reputation.

Compared to traditional TV advertising, CTV ads or LinkedIn Connect TV ads are a lot more cost-effective and arguably more visible. The growing popularity in streaming services, and Google and Facebook making way more than any TV or media industry, shows that utilizing these methods are a no-brainer. Let’s break this down here.


You might initially balk at the costs when comparing CTV ads to traditional TV ads and other forms of advertising. For instance, the CPM for YouTube ads typically ranges from $20 to $25. The median CPM for broadcast/cable linear television ads ranges from $10 to $151 vs CTV Ads: The CPM for CTV ads typically ranges from $35 to $65. However, when considering the return on investment (ROI) of CTV ads, it becomes evident that they are well worth the investment. You might wonder, what benefits do CTV ads offer, and what outcomes can you expect? Let’s explore this further..

• Precise Targeted Reach: CTV ads leverage first-party data to target specific audiences based on demographics, interests, and viewing behavior. This precision targeting ensures that your ads reach the most relevant viewers, unlike traditional TV ads that are shown to a broad audience.
• Higher Engagement: CTV viewers are typically more attentive and focused compared to traditional TV viewers. This leads to higher engagement rates and better recall of the ads.
• Premium Platforms: LinkedIn Connect TV ads offer the same high-quality experience as traditional TV ad channels, but with even better results. CTV ads are displayed on high-quality streaming platforms like Roku, Samsung, and NBCUniversal, ensuring your ads appear alongside premium content.
• Improved Conversion Rates: CTV ads have been shown to drive higher conversion rates compared to traditional TV ads. For example, interactive CTV ads can achieve a 237% increase in time spent with viewers for 30-second ads and a 447% increase for 15-second ads.

By reaching a broader, more precisely targeted, and highly engaged audience, LinkedIn Connected TV (CTV) ads are poised to deliver significantly higher returns on investment (ROI) compared to traditional TV advertisements. It is important to remember that this is an emerging and evolving strategy. Therefore, patience is essential as the process continues to be refined and perfected over time.

Similar to other online digital marketing platforms, LinkedIn Connected TV Ads offer measurable results, which is crucial when budgeting for your marketing efforts. When setting up these campaigns and navigating the evolving processes, it is advisable to collaborate with a reputable local Digital Marketing Agency. They can manage these ads for you and adapt to changes, as these ads are still in the testing phase.

LinkedIn Connected TV Ads provide measurable results through several methods:

• Video Signals: They leverage video signals to drive full-funnel results. This means you can understand how your ads are performing and who is engaging with them.
• Brand Lift Tests: These tests measure the brand lift of your Connected TV campaigns. Surveys are delivered to LinkedIn members through web or mobile devices, and the results are available in Campaign Manager.
• Retargeting: You can retarget video viewers to drive measurable results at any stage in the funnel.

These features enable advertisers to monitor the effectiveness of their campaigns and make data-driven decisions to enhance performance. Imagine having these tools at your disposal, generating unprecedented revenue, or partnering with a team dedicated to your success. They can help you market and build a brand that positions your business as an industry leader, allowing you to network with the professional audience you’ve always envisioned.

Strategically enhancing your reach enables you to make informed business decisions. By increasing brand visibility through connected TV ads, you can target professional and high-quality audiences. This, in turn, will boost your business’s reputation and further expand your reach.

LinkedIn Connected TV (CTV) Ads enhance your reach in several impactful ways:

• High-Quality Publishers: You can reach high-profile professionals by utilizing CTV Ads, thanks to their placement on reputable publishing platforms. Your ads are displayed across a network of high-quality publishers and platforms, ensuring your message reaches professionals in an immersive environment.
• Full-Funnel Results: By using LinkedIn Connected TV Ads, you can effectively achieve all stages of the marketing funnel, unlike any other platform. By leveraging video signals, LinkedIn CTV Ads drive full-funnel results, allowing you to understand how your ads are performing and who is engaging with them.
• Brand Lift Tests: By leveraging these insights, you can maximize the effectiveness of your TV ads and enhance your overall marketing reach.  These tests measure the brand lift of your CTV campaigns, providing valuable insights into the effectiveness of your ads.

These features collectively help you maximize your reach and engagement with your desired audience. Everyone wants to stay relevant, grow their business, and keep living the dream. Sometimes, getting a little help with your strategy can significantly boost your business growth and revenue, making that dream a reality. Consider partnering with a local digital marketing agency to make this all possible.

Video marketing has long been a cornerstone of advertising due to its high engagement and strong conversion rates. It tells a story and creates a unique connection with the audience that other mediums simply can’t match. The versatility of video content allows it to resonate with a broad audience, making it an invaluable tool for marketers. Today, with the advent of online streaming channels and LinkedIn Connected TV Ads, marketing is poised to thrive in unprecedented ways. These platforms enable businesses to reach exclusive, sought-after professional audiences, propelling them forward and keeping them ahead of the curve. Online branding and visibility, coupled with leveraging social channels and other online platforms, are surpassing traditional TV and media channels. It’s crucial to seize these opportunities to grow your business and stay relevant in your marketing efforts. LinkedIn TV Ads represent the future of marketing, and the potential they hold is truly exciting. Are you ready to embrace this future?