LinkedIn has launched a new connected TV (CTV) ads feature, allowing marketers to display video campaigns on their audience’s home TV sets. This move comes as the platform looks to help marketers take advantage of the increasing video consumption trend. By partnering with various video providers, LinkedIn is enabling advertisers to expand their video promotions beyond the app itself. This new feature aims to provide TV-like reach for LinkedIn promotions, though the reach is currently limited by campaign type and provider.
Additionally, LinkedIn has partnered with NBCUniversal to launch LinkedIn Premiere, which will allow brands to target decision-makers in the United States across NBCUniversal’s premium streaming content on CTV. This collaboration will provide more avenues for brands to reach audiences with their video ads on LinkedIn. These CTV and Premiere ads are initially available to U.S. and Canadian based advertisers. Along with these new features, LinkedIn is also introducing Live Event Ads, enabling users to promote upcoming LinkedIn events in-stream. This provides another way to raise awareness of upcoming broadcasts to a larger audience.
LinkedIn’s new video-focused features come as the platform aims to help marketers capitalize on the growing video consumption trend. With video generating the most engagement on the platform for the past few years, LinkedIn is providing more options for marketers to showcase their video content. The platform is also developing a dedicated video tab that will showcase the best video content, aiming to further enhance the video experience on LinkedIn. While LinkedIn may be late to the video party, these new features provide additional considerations for LinkedIn marketers looking to enhance their video strategy.
Overall, LinkedIn’s new CTV ads, Premiere, and Live Event Ads features provide marketers with more opportunities to reach their target audiences with video content. By partnering with video providers and NBCUniversal, LinkedIn is expanding its reach in the video advertising space, allowing brands to tap into the increasing video consumption trend. These new features aim to provide TV-like reach for LinkedIn promotions, and increase awareness of live events on the platform. As LinkedIn continues to evolve its video capabilities, marketers will have more options for leveraging video content to engage with their audience on the platform.