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In short : LinkedIn Connected TV Ads, or "ctv ads linkedin", is a new advertising solution that lets you serve videos on connected televisions through the LinkedIn network. This innovative format targets B2B decision-makers on streaming platforms such as Roku, Samsung or Paramount. Thanks to LinkedIn's precise targeting, brands can reach their audience in secure and immersive environments.
Until recently, LinkedIn ads were limited to the content feed or sponsored placements. Now, with LinkedIn Connected TV Ads, professionals can reach their audience directly in their living room, beyond the office.
This format combines the precision of LinkedIn targeting (industries, job functions, interests, etc.) with the reach of CTV campaigns, while offering advanced measurement and retargeting tools. A key solution to strengthen your B2B media strategy.
What is LinkedIn Connected TV Ads?
LinkedIn Connected TV Ads (or LinkedIn CTV ads) is an advertising format designed for large screens. It relies on connected television (CTV) to serve branded videos in streaming environments where professionals consume video content. In practice, these are video ads of 6 to 60 seconds, embedded in streaming feeds (AVOD, FAAPD). These videos appear at the start or in the middle of a program, with no skip option, much like the ads served on traditional linear television.
Definition of Connected TV (CTV)
Connected TV (CTV) refers to any internet-connected television or device capable of streaming content. This includes smart TVs with built-in streaming apps, as well as conventional TVs connected to a box, a stick (such as Roku, Apple TV, Chromecast, Fire TV) or a games console. These devices provide access to services such as Hulu, Disney+, Roku, Samsung TV Plus or NBCU, delivering a user experience optimized for the big screen.
Overview of the CTV advertising format on LinkedIn
On LinkedIn, the CTV format integrates directly into existing campaigns through Campaign Manager. It can be used as an additional channel or as a dedicated campaign option, particularly for brand awareness objectives. These CTV ads are served through a network of major partners such as Paramount, Roku, Samsung Ads or NBCUniversal.
Thanks to LinkedIn's powerful B2B targeting, brands can reach specific audiences based on criteria such as job function, industry, company size or seniority level. This allows B2B companies to reach decision-makers directly in their living room, with strong visual impact and in content environments that are generally brand-safe.
How it works in general and accessibility
It works through a programmatic campaign system. The advertiser defines their audiences, objectives and budget in Campaign Manager, then approves a video that meets the required specifications (duration, format, audio level, etc.). The CTV delivery network then serves this video in real time across partner platforms.
Since April 2024, LinkedIn has expanded access to this advertising format to all Campaign Manager accounts. Advertisers can now enable a "Connected TV Only" option for awareness campaigns or combine this format with others (such as feed, video or messages) as part of an omnichannel strategy, targeting professionals beyond the LinkedIn platform itself.
Why is LinkedIn launching advertising on connected television?
LinkedIn is following a clear strategic logic: extending its presence to where B2B decision-makers actually spend their time. While the platform remains the heart of the prospect journey, the media ecosystem has evolved, and connected television (CTV) is now an essential space for capturing professionals' attention outside the app.
By letting advertisers serve videos on larger screens, with sound on, LinkedIn rounds out its advertising offering with a lever that has strong emotional and memorability impact.
Evolving habits and the convergence of TV and digital
The lines between "TV" and "digital" have blurred. B2B decision-makers now watch series, documentaries or news on streaming platforms, through boxes, consoles or connected TVs.
This convergence benefits LinkedIn, which capitalizes on its digital identity and its professional data while moving into a traditional audiovisual environment. CTV thus makes it possible to reach the same personas as on the platform, but at the moment when they are consuming entertainment content. This strengthens their exposure and minimizes campaign fragmentation.
The acceleration of this trend is also explained by the rise of advertising budgets dedicated to connected TV. Brands and agencies are looking for high-awareness placements while benefiting from the precision of programmatic environments. By incorporating its audience data into CTV buys, LinkedIn meets this demand for traceability and targeting, while giving B2B advertisers direct access to identified households of decision-makers.
The stakes for LinkedIn: visibility, awareness and B2B leadership
For LinkedIn, advertising on connected television serves several strategic objectives. The first is to strengthen the visibility of the brand among decision-makers outside its own digital environment.
By serving video formats on premium platforms such as Paramount+ or NBCUniversal, LinkedIn positions itself as an essential partner for high-visibility B2B campaigns, beyond feed placements alone.
The second challenge concerns awareness and the perception of leadership. By offering an innovative format that combines the power of LinkedIn's professional targeting with the immersion of TV, the platform builds an image as a pioneer in B2B marketing. Advertisers perceive strong added value: precisely reaching key profiles while benefiting from a medium recognized for its quality and brand safety.
Finally, this expansion is part of LinkedIn's broader ambition to become an open advertising ecosystem, interoperable with other players in the programmatic market. The partnership with platforms such as The Trade Desk or streaming content publishers shows a desire to position itself as a provider of B2B audience data, and not only as a media outlet in its own right.
Comparison with other LinkedIn ad formats
Connected television ads do not replace LinkedIn's traditional formats but complement them. While Sponsored Content placements, native videos or Lead Gen Form Ads remain the go-to options for lead capture and direct actions, CTV stands out for its primary role in awareness and recall. It targets a more passive intent, decision-makers in a discovery or consideration phase, rather than immediate conversion.
Unlike direct inbox messages or conversation ads, which require real-time interaction, CTV advertising benefits from a more immersive and less intrusive context. The video format, served on a large screen, gives better visibility to brand messages, use cases and testimonials, which strengthens emotional impact.
By cross-referencing these TV impressions with retargeting through LinkedIn's traditional formats, advertisers can then bring the audience back toward more concrete actions (demo requests, downloads, webinar registrations).
Finally, CTV is a game-changer in terms of campaign maturity: it makes it possible to build more complete journeys, where brand recognition is first forged on the big screen and then consolidated through more targeted interactions on the platform. This complementarity reinforces LinkedIn's relevance as a central pillar of a B2B media plan, and not merely as a simple lead gen channel.
How do LinkedIn Connected TV Ads work?
LinkedIn Connected TV Ads use the ecosystem of connected devices to serve video ads to professionals while they consume streaming content on their television. Unlike traditional television advertising, these ads rely on LinkedIn's professional data and on advanced targeting capabilities specific to the connected TV medium.
Delivery process and the TV partner ecosystem
LinkedIn Connected TV Ads campaigns are set up in Campaign Manager, where the advertiser selects a brand awareness objective and enables only the CTV placement. After defining the target, the video is embedded in the ad feed of streaming services such as Paramount+, NBCUniversal, Roku, Samsung TV, The Weather Channel, ESPN, Fox Sports and other publishers that are partners of LinkedIn's Audience Network. Delivery is programmatic, often on an auction model, with a selection of premium content under the CTV Select label, reserved for certain publishers and shows.
This system relies on technical standards such as VAST, which ensure consistent delivery of video ads across various connected TV players. Advertisers can choose to serve their ads as pre-roll or mid-roll, on long-form content such as films, series or sporting events. The absence of a skip button improves ad visibility and strengthens brand recall.
Advanced targeting and segmentation of the professional audience
Targeting based on LinkedIn data is what sets this solution apart from other connected TV ads. CTV campaigns leverage professional criteria such as job title, seniority level, industry, company size or even custom CRM segments (personas, key accounts, company lists). This crossover between B2B data and the TV viewing context makes it possible to focus impressions on buyers, decision-makers and influencers, rather than on a general audience.
In addition, advertisers can deploy remarketing strategies, for example by targeting people who watched part of the video (25%, 50%, 75% or nearly all of it), or by building audiences based on their interactions on LinkedIn (lead forms, site visits, event participation, etc.). This multi-screen approach ensures consistent and connected customer journeys.
Creative formats and technical specifics
LinkedIn Connected TV Ads are exclusively video ads, generally 6 to 60 seconds long, optimized for the large screen and the "living room" viewing context. Creatives must capture attention in the very first seconds with a strong visual, a clear message and careful audio quality, even at a moderate volume.
The vertical format, suited to mobile, is not relevant here. Ads should favor full screen without black bars and respect the dimensions recommended for TV screens, such as 1920 x 1080 in 16:9.
Technically, the files must comply with VAST requirements, with high resolution and a standard aspect ratio. It is also essential to respect a safe zone to avoid elements that are too close to the edges. Campaigns are often geared toward brand awareness objectives, because this placement is particularly effective at strengthening brand awareness among B2B decision-makers in a captive environment.
The absence of a skip button demands great creative discipline: every second counts, and the message must be simple, impactful and consistent with the overall strategy.
Performance measurement and key indicators
Through Campaign Manager, LinkedIn provides metrics dedicated to Connected TV Ads, allowing you to track reach, the number of impressions, video completion rates and the average eCPM. These metrics let advertisers assess how effective their campaign is at reaching its target audience and holding attention through to the end.
Third-party tools such as iSpot can also compare the reach and precision of LinkedIn CTV campaigns against traditional linear TV ads. In addition, brand lift and post-campaign performance studies measure the increase in awareness, the shift in brand consideration and the impact on conversions or leads on other LinkedIn channels.
By cross-referencing CTV viewing data with engagement on lead forms or clicks on Sponsored Content, advertisers gain an overall view of connected TV's contribution to the marketing funnel, while benefiting from the metric precision of a digital platform.
What are the benefits for B2B brands?
Premium visibility on the big screen
For a B2B brand, presence on the "big screen" offers premium exposure in controlled environments, where viewers' attention is focused and not disrupted by an overload of ads. Large screens, whether digital or televised, make it possible to deliver clear, impactful and immersive messages that stand out in a saturated landscape. This approach reinforces the perception of the brand's professionalism and modernity, while ensuring optimal visibility in spaces frequented by decision-makers.
Strengthening awareness and credibility
By appearing on far-reaching media perceived as prestigious, a B2B company naturally improves its awareness and its credibility among its peers. Targeted and regular communication through these screens turns the brand into an essential reference in its sector, both for decision-makers and for professional media. This consistency between the choice of medium and the values conveyed by the brand reinforces trust, a key element in the long and complex sales cycles characteristic of B2B.
The ability to reach decision-makers and influencers in their private sphere
Unlike exclusively professional channels, delivery on the big screen makes it possible to reach decision-makers and influencers at times when they are outside their "business" mindset. This encourages a more relaxed and less critical reception of the message. Whether through television, advertising screens or displays in transport, the brand enters its targets' personal world without waiting for them to be actively looking for solutions. This ability to blend discreetly into their daily life considerably increases the chances of being remembered at the moment when a decision has to be made.
Concrete examples or use cases
A B2B software maker can, for example, launch a targeted TV campaign on channels specialized in business news, while complementing this strategy with digital displays in business centers and stations serving major cities. For its part, a consulting firm might favor spots aired at strategic times, such as during the day or in the evening, when decision-makers consume content before or after work. These examples show how a B2B brand can harness the power of the big screen to maintain a continuous, consistent and relevant presence among its key targets.
Tips for a successful LinkedIn Connected TV Ads campaign
Clearly define your objectives and your audience
For your LinkedIn Connected TV Ads campaign to be truly effective, it is essential to start by clarifying your objectives. Do you want to increase your brand awareness, generate qualified leads or convert prospects into customers?
A precise definition of these objectives will allow you to select the right tracking metrics, while adjusting your message and your budget to maximize your results.
At the same time, identify your target audience by harnessing the power of LinkedIn targeting. Use criteria such as job function, company size or industry to reach the relevant decision-makers and influencers directly.
By combining this data with CTV audience segments, you increase your chances of having a significant impact on the people who matter most.
Optimize your message and storytelling for connected TV
On a television screen, viewers' attention is often more fleeting and scattered than on desktop or mobile. Your message must therefore be immediately impactful.
Open your videos with a strong hook that highlights the value you bring. Avoid unnecessary jargon and opt for a clear, professional and engaging tone.
Storytelling suited to connected TV relies on a visually captivating narrative. Use high-quality images, smooth camera movements and dynamic transitions to capture attention. Highlight customer testimonials, case studies or scenarios in which your audience can easily recognize themselves. This reinforces the relevance and memorability of your message.
Integrate CTV into an omnichannel LinkedIn advertising strategy
The strength of LinkedIn Connected TV Ads lies in their ability to fit into a coherent omnichannel strategy. To maximize your impact, plan your CTV campaigns in synergy with your banners, your native ads and your sponsored messages on LinkedIn.
This approach helps maintain message consistency while reinforcing the repetition of your brand.
Design a communication sequence in which connected TV advertising plays the role of attention trigger. Then, the other LinkedIn formats sustain interest and prompt action, whether that means visiting your site, downloading content or registering for an event. This integrated strategy considerably increases your chances of conversion.
Track performance and adjust campaigns
To achieve optimal results, a LinkedIn Connected TV Ads campaign must rely on regular performance monitoring. Analyze key indicators such as impressions, view rate, average viewing time as well as the interactions or conversions generated through the other LinkedIn formats.
This data gives you a clear view of how effective your message is and lets you identify what truly works.
Based on these insights, do not hesitate to adjust your campaigns: test different script variations, explore varied video durations or try alternative creatives. Also adjust your audience or segmentation to focus your efforts on the best-performing segments.
This continuous optimization approach is essential to maximize the return on investment of your advertising budget.
FAQ
What are LinkedIn Connected TV (CTV) ads?
LinkedIn Connected TV (CTV) ads are video ads served on connected television platforms such as Roku, Paramount and Samsung Ads. They give B2B marketers the ability to target professional decision-makers on the big screen, leveraging LinkedIn's precise data for optimized targeting.
How do I target B2B audiences with LinkedIn ads on the big screen?
To target B2B audiences through LinkedIn Ads on the big screen, use criteria such as:
- Job title (example: CEO, HR Director).
- Company size and sector.
- Geographic location.
- Professional interests.
Use the AND operator for even more precise targeting. Combining demographic and firmographic data is ideal for reaching decision-makers.
What are the recommended specifications for CTV videos on LinkedIn?
Here are the recommended specifications for your CTV videos on LinkedIn:
- Format: MP4 (H.264/AAC).
- Resolution: 1080p (1920x1080 or 1280x720).
- Aspect ratios: 16:9, 9:16, 1:1 or 4:5.
- Ideal duration: 15 to 30 seconds.
- Maximum size: < 200MB for ads, < 5GB for organic videos.
- Frame rate: 30fps maximum.
- Captions strongly recommended for better accessibility.
How do I measure the performance of my LinkedIn CTV Ads campaigns?
To analyze the performance of your LinkedIn CTV Ads campaigns, use Campaign Manager. You will be able to track key metrics such as:
- CTR (click-through rate, clicks/impressions).
- CPC (cost per click).
- CPM (cost per thousand impressions).
- Number of impressions and clicks.
- Conversions and cost per conversion.
- Leads generated and CPL (cost per lead).
Analyze this data in real time to optimize your ROI and improve the effectiveness of your campaigns.
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