CTV Ads

Last updated: 3 months ago

With LinkedIn's Connected TV (CTV) Ads, you can use first-party data from our community of one billion professionals to help you reach your audience on a large-screen experience.

How CTV Ads work

We're activating our large network of B2B advertisers across the LinkedIn Audience Network to test and measure CTV ad campaigns within long-form and episodic content on streaming publishers, devices, and smart TVs. The ads can appear at the beginning (pre-roll), middle (mid-roll), or within the last 15 to 30 seconds of the long-form video. 

Requirements for CTV Ads 

When you choose to create a CTV ad campaign, keep in mind: 

  • You can use Campaign Manager, Campaign API, or Ad Supply Forecasts API to create your CTV ad campaigns. Learn more about Campaign API and Ad Supply Forecasts API on the Microsoft Learn website.
  • CTV Ads are only available for our Classic campaign creation type.
  • You must choose video as your ad format, and your video must meet LinkedIn’s CTV Ads specifications.
  • You must choose Brand Awareness as your campaign objective and enable the Connected TV Only Campaign toggle. When you turn on the CTV Ads toggle, the video ad format and LinkedIn Audience Network are automatically selected and can’t be changed. 
  • CTV ad campaigns only support auto-bidding. 

Currently, when you choose to create a CTV ad campaign:

  • Targeting is limited to the United States (US) and Canada.
  • English must be the audience language.

While we strive for accuracy, CTV ad campaign forecasting results are estimates and don't guarantee the actual performance of your CTV ad campaign. 

For CTV ad campaigns, your Brand Lift tests can also measure the brand lift of any CTV ad campaigns in an ad account. Surveys measuring brand lift for CTV ad campaigns are delivered to members through web or mobile devices on LinkedIn feed and LinkedIn Audience Network. Depending on the type of CTV Ads Brand Lift test, results are available on the Test page in real time in Campaign Manager or shared by a third-party partner upon completion of the test. CTV Ads Brand Lift tests have the same eligibility requirements as other tests. Learn more about CTV Ads Brand Lift tests.

CTV Ads best practices 

Recommendations to help you get the most out of your CTV Ads:

  • Use video assets with 15 or 30 second durations for the best brand experience for your audiences and maximum delivery of your campaigns. 
  • Use large audience criteria within the campaign to maximize your efficiency.
  • Use our brand safety features such as allow lists and block lists for LinkedIn Audience Network. 
  • Monitor delivery and professional demographic reporting closely after campaign launch. 

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.

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.

  • High-quality, brand safety publisher inventory - We work with our ad exchange and CTV partners to acquire inventory that meets our high standards for brand safety, suitability, and traffic quality. On a consistent cadence, we review and curate brand safe, high-quality CTV publishers for our list. 
  • First-party and third-party detection and filtration - We have built first-party defenses and work with safety partners like DoubleVerify to identify and remove unsuitable content and potentially fraudulent traffic from our pre-bid inventory.  
  • Controls and reports for your own suitability needs - 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 apply IAB categories or custom DoubleVerify profiles to your CTV-only campaigns. After your campaign starts, you can review post-bid delivery in the monthly publisher delivery reports.

As a new placement and an emerging inventory, we continue to work with industry partners to make sure our trusted professional community continues to be the place where advertisers can reach the communities they care about. Learn more about our approach to traffic quality and brand safety on the LinkedIn Audience Network and our recent progress on the LinkedIn Audience Network and CTV. 

You can also review your publisher delivery reports in the Brand Safety Hub in Campaign Manager. 

Related tasks 

Learn more