Reach Professionals on the Big Screen with LinkedIn CTV Ads

LinkedIn CTV ads leverage the power of our massive professional network (one billion strong!) to target your audience on connected TVs (streaming devices and smart TVs). This guide will help you create and manage effective CTV ad campaigns.

What are Connected TV Ads?

We're partnering with B2B advertisers to test CTV ads. These video ads appear within long-form content (like shows) on streaming services and smart TVs. They can play before (pre-roll), during (mid-roll), or near the end (post-roll) of the content.

Getting Started with CTV Ads

There are a few things to keep in mind when creating CTV ad campaigns:

• Campaign Manager: You'll need to use Campaign Manager to set up your campaigns.
• Video Specs: Ensure your video meets our specific CTV ad specifications.
• Campaign Objective & Targeting: Currently, CTV ads only support Brand Awareness as the objective, with targeting limited to the US and Canada (English language only).
• Bidding & Measurement: CTV ads use automated bidding, and while we strive for accuracy, campaign forecasts are estimates. Brand Lift tests can still be used to measure the effectiveness of your CTV campaigns, though detailed breakdowns by platform aren't available yet.

Here are some tips for success:

• Video Length: Use 15 or 30-second videos for optimal audience experience and campaign delivery.
• Audience Targeting: Cast a wider net with your audience criteria to maximize efficiency.
• Brand Safety: Utilize our allowlist and blocklist features available for the LinkedIn Audience Network, and monitor campaign delivery and demographics closely.
• Video Assets: Any video uploaded to Campaign Manager that meets CTV specs can be used in your campaign. However, only ads specifically created as CTV ads can be promoted or added to CTV campaigns.

We Prioritize Brand Safety

We strive to provide a safe and high-quality ad experience across LinkedIn, including CTV ads. This includes:

• High-Quality Inventory: We partner with trusted ad exchanges and CTV partners to ensure brand safety, suitability, and high-quality traffic.
• Detection & Filtration: We use internal tools and partner with companies like DoubleVerify to identify and remove unsuitable content or fraudulent traffic before you even bid on ad space.
• Customization & Controls: You have the same level of control over brand safety for CTV ads as you do for other LinkedIn Audience Network campaigns. Build blocklists, allowlists, or apply IAB categories to your CTV-only campaigns. You can also review post-bid delivery reports to monitor where your ads are shown.

As CTV advertising is still evolving, we're constantly working to improve the experience. For the latest information, please refer to the LinkedIn Testing Terms.

Ready to take your B2B marketing to the big screen? Learn more about CTV ad specifications and best practices today!