? Founder | Paid Media Consultant for Advocacy & Public Affairs. Helping advertisers maximize their impact and make smart paid media choices. Ad Agency Veteran | Speaker on #Advertising & #Politics
In case all my advocacy and public affairs friends missed the news last week, LinkedIn announced its new #CTV product. Outside of the recent trends we've seen with everyone jumping into the CTV mix, here are a few reasons I'm keeping a watchful eye on this for advocacy clients... ↘ LinkedIn has emerged as a top tool for driving engagement with decision maker and business leader audiences, but one of the challenges has always been scale (especially when trying to talk to highly customized audiences). This potentially opens up a new line of inventory that will expand scale to those audiences and allow planners to dedicate more budget to the platform. ↘ Because you can buy this CTV inventory directly from LinkedIn's campaign manager, it opens up the possibility of more holistic buying and gives planners the ability to efficiently allocate dollars from one channel to the next. We've seen a lot of other Beltway news publishers entering the CTV market for this same reason, but LinkedIn's massive reach turbocharges this approach. ↘ The prospect of leveraging Kantar brand lift studies alongside this deployment could be huge, and help organizations that are investing heavily in LinkedIn demonstrate real, measurable impact. Like most new CTV offerings, we'll see how all of this pans out. But for now, I'm excited about finding ways to test it out for upcoming advocacy campaigns! https://lnkd.in/e3CsYFD8