LinkedIn has launched its own version of Connected TV (CTV) ads. The company’s goal with the launch of this type of ads is to help marketers capitalize on the increase in video content consumption, both within and outside the platform.
In collaboration with a series of video providers, LinkedIn will now allow marketing professionals to activate video campaigns that will be displayed on their audience’s home televisions. Advertisers on the platform launching Brand Awareness campaigns will now be able to “reach professionals on connected TVs and streaming devices” to expand their video promotions beyond the app itself.
“Just within the Campaign Manager, you can easily launch a LinkedIn CTV campaign and scale it across our network of publishers, including Paramount, Roku, and Samsung Ads,” explains LinkedIn in a blog post. This will provide LinkedIn campaigns with a reach similar to traditional television, although at this stage the reach is limited by the type of campaign and the provider.
LinkedIn has also announced the launch of “LinkedIn Premiere”, in collaboration with NBCUniversal, which will allow brands to “target decision-makers in the United States through NBCUniversal’s premium streaming content on CTV”.
In this way, by expanding LinkedIn‘s own video publishing partner network, advertisers will be able to target high-audience NBCUniversal programs through their streaming offerings. These ads will not have as wide a reach as a traditional television campaign, but it will provide advertisers with more ways to reach the audience with their LinkedIn video ads.
LinkedIn ads on CTV and Premiere will be launched with advertisers from the United States and Canada starting this week.
