With LinkedIn's Connected TV (CTV) Ads, you can use first-party data from our community of professionals to help you reach your audience on a large-screen experience.
How CTV Ads work
LinkedIn has partnered with CTV publishers across our LinkedIn Audience Network to deliver CTV Ads to your target audience of LinkedIn professionals through long-form and episodic content, such as movies or TV shows, that are typically streamed through a large-screen TV device. When you launch a CTV Ads campaign, keep in mind:
- Your CTV Ads can appear at the beginning (pre-roll) or middle (mid-roll).
- Devices that are compatible with CTV Ads typically include Smart TVs with built-in apps, streaming devices that plug into a TV, and gaming consoles with built-in app stores.
We also offer the CTV Select program if you’re interested in partnering exclusively with NBCUniversal or Paramount publishers. Keep in mind, CTV Select is currently only available to LinkedIn managed accounts with a dedicated representative. Learn more about our CTV Select program.
Requirements
When you choose to create a CTV Ads campaign, keep in mind the following requirements.
| Type | Requirements | Learn more |
|---|---|---|
| Campaign creation options | Campaign Manager Campaign API (Sprinklr, Innovid, MediaOcean, or MetaData) Ad Supply Forecasts API | |
| Campaign type | Classic campaign creation | Create a Classic campaign in Campaign Manager |
| Ad specifications | Video ad format with CTV Ads specifications | CTV Ads specifications |
| Campaign objective | Brand awareness | Brand awareness ad objective |
| CTV Ads selection | You must enable the Connected TV Only Campaign toggle when creating your campaign. When you turn on the CTV Ads toggle, LinkedIn Audience Network is automatically selected and can't be changed. | Set up CTV Ads in Campaign Manager |
| Bidding | Maximum delivery | Maximum delivery bidding strategy |
| Audience targeting | United States and Canada | |
| Audience language | English |
Here's a tip
You can use any video asset, which is any video you’ve uploaded to Campaign Manager, to create CTV Ads. Keep in mind, your video must meet CTV Ads specifications. You can use a LinkedIn Marketing Partner to help you meet those specifications.
While we strive for accuracy, CTV Ads forecasting results are estimates and don't guarantee the actual performance of your campaign.
CTV Ads testing and measurement
For CTV Ads campaigns, you can run Brand Lift tests to help you measure the impact of your ads. You can choose the following test types:
- First-party Brand Lift Testing - You create a Brand Lift test in Campaign Manager, then review the results in Campaign Manager.
- Third-party Brand Lift Testing - A personalized off-platform service for large-scale advertisers, you’ll work with LinkedIn’s Measurement Analytics Partners (MAP) team and third-party validation partners to deliver the test and receive a report.
- Hybrid Brand Lift Testing - A combination of first-party and third-party testing, you create your Brand Lift test in Campaign Manager, then a third-party partner analyzes the results and provides a report.
Learn more about CTV Ads Brand Lift tests.
Audience reach measurement
LinkedIn has partnered with iSpot, a third-party measurement provider, to help you measure and assess how well you’re reaching professional audiences with your CTV Ads and CTV Select campaigns when compared to other CTV ad buys or Linear TV ad buys. With iSpot, you have access to real-time cross-channel reach, impression, and frequency measurement.
Keep in mind, this partnership is still in development. For more information, reach out to your account representative.
Here's a tip
We also recommend that you use your reporting dashboard in Campaign Manager to monitor delivery and professional demographic reporting after your campaign launches.
Brand safety and CTV Ads
We aim to provide a high-quality, brand safe ad experience on LinkedIn and the LinkedIn Audience Network, including CTV Ads.
- We’ve curated an inventory of publishers to ensure your ads appear in safe environment, meeting or exceeding industry-standard brand safety floors.
- We've also built first- and third-party automated and manual checks on bid requests to uphold high standards for traffic quality and safety.
- Our existing brand safety and suitability controls and reports that exist on the LinkedIn Audience Network are also available on CTV.
- You can build your own block lists, allow lists, or exclude IAB categories or custom DoubleVerify profiles when creating your campaign. Please note, custom DoubleVerify profiles are only available by request. Learn more about this feature.
- After your campaign starts, you can review where your ads appeared in the publisher delivery reports in the Brand Safety Hub.
We’re committed to providing you a quality platform and controls to keep your brand safe on the LinkedIn Audience Network and CTV. Learn more about our approach to traffic quality and brand safety on the LinkedIn Audience Network.
Related tasks
- Create CTV Ads in Campaign Manager
- CTV Ads specifications
- Create a Classic campaign in Campaign Manager
- Create video ads for Classic campaigns in Campaign Manager
- Performance reporting for LinkedIn Audience Network ad placement breakdown
- Exclude website and app categories from LinkedIn Audience Network or CTV Ads campaigns
- Brand Safety Hub in Campaign Manager