LinkedIn Shares Research Into the Effectiveness of CTV Campaigns
In a strategic move to extend its advertising offerings, LinkedIn has shared new research emphasizing the effectiveness of its Connected TV (CTV) campaigns. Presented at the recent B2Believe Conference, this initiative enables B2B marketers to reach their target audiences on premium streaming platforms, blending traditional LinkedIn targeting with modern television engagement.
Key Insights from LinkedIn’s Research:
1. Targeting Decision-Makers
LinkedIn’s CTV advertising leverages partnerships with publishers like Roku, Samsung, and NBCUniversal, offering a seamless way to target decision-makers on large screens. The unique approach connects brands with LinkedIn users during moments of leisure, ensuring higher engagement across platforms.
2. Building Brand Awareness
The CTV campaigns aim to foster brand awareness and consideration earlier in the customer journey. This allows potential customers to experience a brand in a less direct sales-driven environment, positively influencing purchase intent when they encounter ads on LinkedIn later.
3. The Rise of Connected TV
The adoption of Connected TV has surged significantly, with 90% of U.S. households now using CTV, up from 81% in 2021, as reported by Demandbase. LinkedIn is leveraging this trend to introduce B2B marketers to a channel traditionally associated with B2C advertising.
Measuring Success: Advanced Analytics
LinkedIn has introduced cutting-edge tools to help marketers measure the effectiveness of their CTV campaigns. Key measurement strategies include:
- Performance Summary Reports and Revenue Attribution: These tools provide insights into campaign impact, such as how LinkedIn ads perform after users first engage with a brand through CTV ads.
- Third-Party Collaboration: LinkedIn is partnering with industry leaders such as iSpot for audience measurement and Kantar for brand lift studies to deliver detailed campaign analysis.
- Key Metrics: The platform tracks engagement rates, clicks, and video completion rates to gauge the impact of campaigns. Comparisons are drawn between users exposed to CTV ads and those who are not.
These tools provide advertisers with valuable insights, enabling them to refine strategies and maximize ROI from LinkedIn’s CTV offerings.
Benefits for B2B Marketers:
- Enhanced Multi-Channel Engagement: LinkedIn’s CTV ads allow brands to create multiple touchpoints, ensuring sustained engagement throughout the buyer journey.
- Improved Targeting: Leveraging LinkedIn’s robust audience segmentation, marketers can directly reach high-value decision-makers in a non-intrusive setting.
- Higher Campaign Performance: By delivering ads through engaging video content, brands can experience improved awareness, consideration, and ultimately, conversions.
Conclusion:
LinkedIn’s expansion into Connected TV advertising is a game-changer for B2B marketers. With the growing popularity of CTV, this new offering provides an excellent opportunity to create impactful campaigns that drive awareness and consideration. By combining advanced targeting with measurable results, LinkedIn empowers brands to adapt to the evolving digital landscape and gain a competitive edge in the market.
Looking to amplify your B2B marketing strategies with innovative approaches like CTV campaigns? Digilogy, your trusted digital marketing partner, offers tailored solutions to help you navigate the dynamic advertising landscape. Contact Digilogy today to revolutionize your marketing efforts and achieve measurable results!
