B2B advertisers can now point LinkedIn’s job-title targeting at living-room screens in a third country. LinkedIn said on Nov. 12 that its CTV Ads now reach viewers in the UK across publishers and TV platforms including LG and Titan OS. Advertisers anywhere can now target buyers in the US, Canada and the UK.
What happened
Campaigns are built in LinkedIn Campaign Manager. Advertisers pick an audience by role, industry and seniority, LinkedIn matches it to eligible viewers of ad-supported streaming TV, and reporting stays inside LinkedIn alongside its other ad formats. LinkedIn says early adopter Cisco reached 52% more midmarket accounts and saw 141% higher Lead Gen Form completion among people who had seen its CTV ads. The release says the reach figure compares against In-Feed Video Ads alone, and a separate 30% lower cost per lead comes from 2025 US and Canada campaigns. “LinkedIn’s professional audience and ability for us to target ABM is why we invest so heavily in LinkedIn,” said Logan Carter, digital marketing manager at Cisco.
Why it matters for marketing leaders
Account-based programmes have mostly lived in feeds, email and display. This gives UK ABM teams a TV-sized format that still answers to a named-account list, and the results land in the same reporting as the rest of their LinkedIn spend. LinkedIn already sells the same audiences through outside buying platforms, as we noted when Albertsons, Walmart Connect and LinkedIn each connected to DV360.
The insight
The figures LinkedIn cites measure what happened in the LinkedIn feed after a CTV exposure, which is the part LinkedIn can see. Before moving budget from feed video, run a holdout on a slice of target accounts and compare pipeline, since connected TV is the line every ad tech seller is growing and each one reports it on its own terms.
Source: LinkedIn Pressroom
