In today’s digital landscape, B2B marketers are continuously seeking innovative ways to reach and engage their target audiences effectively. LinkedIn, a platform trusted by 94% of Fortune 100 companies, has introduced new advertising solutions to help marketers capture the attention of key decision-makers.
Two of these interesting solutions are LinkedIn CTV Ads and Live Event Ads. In a blog post authored by Lindsey Edwards, Vice President Product Management at LinkedIn, the company detailed how it has partnered with heavy-weight third parties like NBCUniversal, iSpot, and Kantar to provide these solutions. Here, we’ll explore the benefits of these offerings and their potentials for helping B2B marketers enhance their marketing strategy.
Expanding Reach with LinkedIn CTV Ads
Below is a breakdown of what LinkedIn CTV solution offers:
1. Broader Audience Reach
LinkedIn CTV (Connected TV) Ads promises to provide a unique opportunity to extend your campaign's reach beyond traditional digital channels. With nearly 90% of US households embracing Connected TV in 2023, CTV ads have the potential to enable marketers to engage a vast audience through high-quality streaming television content. This ensures your brand stays top-of-mind among potential buyers who are consuming content across multiple platforms.
2. High-Quality, Brand-Safe Content
By partnering with reputable publishers like Paramount, Roku, and Samsung Ads, LinkedIn ensures that your ads are displayed alongside premium content. This partnership, verified by DoubleVerify, guarantees over 99% brand safety, giving you peace of mind that your ads are seen in a secure and trusted environment.
3. Easy Campaign Management
Launching a LinkedIn CTV campaign is straightforward with Campaign Manager. You can create a brand awareness campaign, target decision-makers using detailed attributes like company, seniority, and interests, set your ad budget and schedule, and measure success with advanced reporting tools. This seamless integration allows for efficient campaign management and making the most of your LinkedIn marketing efforts.
4. Advanced Campaign Measurement
To help you assess the effectiveness of your campaigns, LinkedIn is collaborating with industry leaders like iSpot and Kantar. These partnerships provide advanced audience measurement and brand lift studies, offering deep, actionable insights into your campaign's performance across platforms, like linear and CTV, for the first time. You can understand how your ads are impacting brand awareness, affinity, and resonance among your target B2B audience.
Building Engagement with LinkedIn Live Event Ads
According to the LinkedIn, it also introduced “Live Event Ads as another way to increase event registrations, build brand awareness, and drive measurable results from investments in events.” Here’s what we can make of this feature:
1. Increased Event Registrations
LinkedIn Live Event Ads are designed to promote your company’s live events dynamically. These ads adjust based on the timing of your event, helping you increase registrations and attendance. With the number of professionals viewing events on LinkedIn growing by 34% in the last year, this could be an effective way to attract and engage attendees.
2. Enhanced Brand Awareness
Live Event Ads has been designed to help people build brand awareness before, during, and after their event. This continuous promotion ensures that your brand remains visible and memorable to your audience, enhancing the overall impact of your marketing efforts.
3. Deepened Engagement
By leveraging Live Event Ads, marketers or just anyone interesting in promoting their evenet or brand, can deepen engagement with prospective buyers or attendees. These ads allow you to connect with your audience in real-time, providing valuable opportunities for interaction and networking. This feature can potentially yield stronger relationships and increased trust in your brand.
Strategic Advantages for B2B Marketers
1. Targeted Reach
Both LinkedIn CTV and Live Event Ads enable precise targeting of decision-makers. This targeted approach ensures that your marketing efforts are focused on the individuals who matter most to your business, increasing the likelihood of successful conversions.
2. Multi-Channel Engagement
By incorporating LinkedIn CTV and Live Event Ads into your strategy, you can engage your audience across multiple channels. This multi-channel approach helps keep your brand top-of-mind, making it more likely that potential buyers will remember you when they are ready to make a purchase.
3. Measurable Results
LinkedIn now offers advanced reporting and collaboration with measurement partners, allowing marketers to gain a comprehensive understanding of their campaigns’ impact. These insights allow you to make data-driven decisions, continuously improve your strategy, and achieve better results.
Limitations of LinkedIn's New CTV and Live Event Ads
While LinkedIn's new Connected TV (CTV) and Live Event Ads offer innovative opportunities for B2B marketers, there are several limitations to be aware of:
Targeting Limitations: Currently, LinkedIn CTV ads are limited to audiences in the United States and Canada.
Language Constraint: The audience language must be English, which restricts campaigns aimed at non-English speaking professionals.
Mandatory Tools and Settings: Creating LinkedIn CTV campaigns requires using Campaign Manager, and you must choose Brand Awareness as your campaign objective. Additionally, you have no option to change these settings afterwards.
Auto-Bidding Only: CTV ads currently support only auto-bidding, which may not be ideal for advertisers who prefer manual bidding strategies to control their ad spend and bid amounts more precisely.
Forecasting Accuracy: While LinkedIn provides CTV forecasting results, these are only estimates and do not guarantee the actual performance of your campaign.
Limited Detailed Reporting: Although LinkedIn offers Brand Lift tests for CTV campaigns, there is no detailed breakdown between CTV campaigns and other types of campaigns. So, there’s no way to evaluate the specific impact of CTV ads compared to other advertising efforts.
Ongoing Testing and Iteration: Since CTV ads are still in the testing phase, LinkedIn is continually iterating to optimize the experience.
Specific Ad Requirements: CTV ads must meet LinkedIn’s specific ad specifications, and only ads created specifically for CTV campaigns can be sponsored or added to CTV campaigns.
Conclusion
LinkedIn’s CTV and Live Event Ads offer B2B marketers innovative tools to reach and engage their target audiences effectively. By expanding your campaign reach, enhancing brand safety, simplifying campaign management, and providing advanced measurement capabilities, these ad solutions can significantly boost your marketing efforts.
However, these features are still being tested and will likely undergo future refinement to offer optimized results. At grobot, we have a unique automation tool that can help you make the most of your LinkedIn marketing campaigns with minimal efforts.
In addition to LinkedIn’s new B2B marketing solutions, you can supercharge your effort to connect with key decision-makers, build your brand, and drive measurable results by using grobot. You can learn more when you book a chat with an in-house expert.
Comments