LinkedIn's Connected TV Ads

LinkedIn has recently unveiled a compelling new feature to enhance the advertising landscape: Connected TV (CTV) ads. This innovative approach allows brands to connect with a professional audience through high-quality video ads on popular Connected TV apps and publishers.

Here’s a comprehensive guide on how to leverage this powerful tool for your brand's marketing strategy.

What are Connected TV Ads?

Connected TV ads are video advertisements that appear on TV screens through devices that stream digital content via the internet, such as smart TVs, gaming consoles, and streaming devices like Roku, Amazon Fire TV, and Apple TV. This advertising format combines the broad reach and visual impact of television advertising with the precision targeting capabilities of linkedin digital marketing.

Key Benefits of LinkedIn's CTV Ads

1. Professional Audience Targeting: LinkedIn’s CTV ads enable brands to reach a highly engaged professional audience. This is a significant advantage over traditional TV ads with a broader and less defined audience.

2. Enhanced Brand Awareness: By utilizing CTV ads, brands can enhance their visibility and reinforce their message among key decision-makers and professionals in their industry.

3. Integration with LinkedIn's Marketing Platform: The seamless integration with LinkedIn’s marketing tools allows advertisers to track conversions and measure the impact of their campaigns effectively.

How to Get Started with LinkedIn's CTV Ads

1. Campaign Setup:

- Select the “Connected TV Only Campaign” option in your LinkedIn Campaign Manager to focus exclusively on CTV. This step ensures that your video ads are optimized for Connected TV platforms, providing a higher engagement rate compared to traditional digital ads.

2. Creative Development:

- Design video ads that meet LinkedIn's CTV specifications. High-quality, compelling visuals are crucial for capturing the audience’s attention. Remember, CTV campaigns do not utilize text, URLs, or call-to-action buttons, so your video content needs to be engaging and informative on its own.

3. Conversion Tracking:

- Create or select conversions to apply to your campaign. This allows you to track and measure the actions viewers take on your website after seeing your CTV ad. Utilize LinkedIn’s reporting tools to gain insights into your campaign’s performance and the demographics of your reached audience, such as job function, title, and industry.

4. Campaign Optimization:

- Continuously review and optimize your campaign setup to ensure the best performance. This includes previewing how your ads will appear on Connected TV and making necessary adjustments. After launching your campaign, regularly analyze key performance indicators (KPIs) like spending, video completion rate, impressions, reach, frequency, and conversions to refine your strategy.

Detailed Steps for LinkedIn's CTV Ads:

1. Create or Select Conversions:

- Apply conversion metrics to your campaign to track viewer actions post-ad exposure. This enables detailed conversion tracking and performance reporting.

2. Reuse Ads for Multiple Campaigns:

- Video ads created for CTV can be reused across different campaigns, maximizing the value of your creative assets.

3. Review Campaign Setup:

- Before launching, thoroughly review your campaign setup. Include mock-ups or screenshots to ensure all elements are correctly in place and aligned with campaign objectives.

4. Audience and Publisher Reporting:

- Regularly review the demographics of the audience reached, including job function, title, and industry. Publisher reporting provides insights into where your ads appeared, including app names, URLs, and service dates.

5. Brand Safety and Quality:

- LinkedIn ensures high standards of brand safety and quality. Regularly monitor these aspects to maintain the integrity and reputation of your brand.

6. Post-Campaign Analysis:

After executing a CTV campaign, review its performance within the Campaign Manager. Focus on metrics such as spend, video completion rate, impressions, reach, frequency, and conversions to gauge success and areas for improvement.

Conclusion:

LinkedIn’s Connected TV ads offer a unique opportunity for brands to engage a professional audience with impactful video content. By following the steps outlined above, advertisers can effectively launch and optimize their CTV campaigns, driving greater brand awareness and engagement among key business decision-makers. Embrace this innovative advertising format to stay ahead in the competitive B2B marketing landscape.

for more info click here:

https://business.linkedin.com/marketing-solutions/native-advertising/connected-tv-ads