LinkedIn Unveils Connected TV and Live Event Ads for B2B
LinkedIn is making significant strides in video marketing with the launch of three key features: Connected TV (CTV) ads, Live Event Ads, and a dedicated video tab. These moves cater to the ever-growing video consumption trend, both on and off the platform.
Reaching Professionals on the Big Screen: LinkedIn CTV Ads
LinkedIn is now partnering with video providers to offer CTV ads. Marketers can launch video campaigns displayed on their target audience's home TVs. This expands campaign reach beyond the LinkedIn app, allowing advertisers running Brand Awareness campaigns to "reach professionals on connected TVs and streaming devices."
As LinkedIn explains:
"Right within Campaign Manager, you can easily launch a LinkedIn CTV campaign and scale it across our network of publishers, including Paramount, Roku and Samsung Ads."
While the initial reach might be limited by campaign type and provider, CTV ads offer a way to achieve TV-like reach for your LinkedIn video promotions. This could be a valuable avenue for expanding campaigns and experimenting with new marketing strategies.
Taking things a step further, LinkedIn Premiere, a partnership with NBCUniversal, allows brands to target decision-makers in the US with their video ads across NBCUniversal's premium streaming content on CTV. This provides more targeted exposure compared to a traditional TV campaign, allowing you to reach your audience on high-viewership NBCUniversal shows via streaming platforms.
Boosting Engagement with Live Event Ads
LinkedIn is also introducing Live Event Ads, enabling users to promote upcoming LinkedIn events within the platform's video stream. This addresses a current challenge: showcasing live sessions effectively. Despite a 34% increase in professionals viewing events within the app over the past year, many events go unnoticed unless users are connected to or following the relevant people and brands.
Live Event Ads offer a solution by expanding potential viewers for your live sessions. This can be particularly beneficial for those who host regular or high-value live broadcasts.
A Dedicated Space for Video Content: The New Video Tab
LinkedIn is recognizing the growing importance of video by introducing a dedicated video tab. This tab will showcase the best video content on the platform - a move some might consider overdue. Video has consistently generated the most engagement compared to other post types for several years now. Highlighting this valuable content can encourage further video creation and consumption within the platform.
Conclusion: More Options for LinkedIn Video Marketing
These new features offer exciting possibilities for LinkedIn video marketing. While LinkedIn might be a bit late to the video game, these options provide broader reach, increased engagement, and a platform for showcasing the best video content. Overall, these advancements will provide more considerations for marketers looking to leverage the power of video on LinkedIn.
