LinkedIn Expands B2B Audiences To Google DV360 For CTV Ads
LinkedIn's professional data is now available on Google's ad buying platform, allowing advertisers to target streaming ads programmatically. This integration aims to address flexibility and ad spend issues for advertisers.
Original reporting · adexchanger.com
Original: “LinkedIn’s B2B Audiences Are Now Available On CTV Via Google DV360”
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How this was written. Awesome B2B wrote this article with a language model from AdExchanger’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from AdExchanger’s report
- LinkedIn's professional data is now available on Google's ad buying platform for CTV ads, increasing flexibility and reach for advertisers.
- The integration aims to address issues with flexibility and ad spend for advertisers, particularly in B2B marketing.
- VistaPrint is testing LinkedIn's CTV offering and sees the partnership as a natural fit due to LinkedIn's targeting capabilities.
- LinkedIn's CTV ads may be effective in delivering stronger awareness lift for B2B audiences than other providers.
- The expansion of LinkedIn's B2B audiences to CTV mirrors a trend among social media platforms adapting to changing consumer behavior.
LinkedIn is integrating its professional data into Google's ad buying platform, enabling advertisers to target streaming ads using job titles and company information. This move marks a significant expansion of LinkedIn's B2B audiences to connected TV. Advertisers can now buy CTV ads directly through Google's DV360, increasing their flexibility and reach.
The integration is a response to advertiser complaints about limited flexibility with their demand-side platform partners and wasted ad spend. By tapping into LinkedIn's first-party audience of professionals, advertisers can reduce waste and improve targeting. This is particularly important in B2B marketing, where not all individuals are potential customers.
VistaPrint, a provider of printed products and marketing materials, is testing LinkedIn's CTV offering. The company was introduced to LinkedIn by its Google DV360 representative and sees the partnership as a natural fit due to LinkedIn's ability to target by industry, company size, and job title.
VistaPrint's core customers are small business owners, and the company has focused on targeting roles related to administrative functions, marketing, and operations. This approach allows VistaPrint to reach individuals who may order business supplies as part of their daily workflow. The company has also tailored its creative to specific audiences, including ads for promotional products and signage.
Although it is too early to measure results from VistaPrint's test campaign, the company has seen positive results from a concurrent brand lift study. LinkedIn's own data claims that its CTV ads deliver stronger awareness lift for B2B audiences than other providers. This suggests that the integration may be effective in reaching and engaging target audiences.
The expansion of LinkedIn's B2B audiences to CTV mirrors a trend among social media platforms making their audiences available to TV advertisers. However, according to LinkedIn, this move is not about competing for TV budgets, but rather about following audiences across a fragmented media landscape. As consumer behavior changes, social networks are adapting to reach audiences in new ways.
CTV is an attractive channel for advertisers because it allows them to reliably reach audiences that are harder to find on the open web. LinkedIn notes that 94% of its members watch ad-supported CTV, making it a valuable platform for B2B marketers. The company's goal is to ensure that its marketing channels support each other, rather than focusing on individual channels or features. This article is based on reporting by AdExchanger.
Questions and answers
What is the benefit of LinkedIn's integration with Google DV360 for CTV ads?
The integration increases flexibility and reach for advertisers, allowing them to target streaming ads using job titles and company information.
How does VistaPrint see the partnership with LinkedIn?
VistaPrint sees the partnership as a natural fit due to LinkedIn's ability to target by industry, company size, and job title, which aligns with its core customer base of small business owners.
What is LinkedIn's goal for its marketing channels?
LinkedIn's goal is to ensure that its marketing channels support each other, rather than focusing on individual channels or features, to provide a cohesive experience for advertisers and audiences.
