LinkedIn CTV Ads: B2B Targeting on the Big Screen

LinkedIn has announced a new ad format: Connected TV ads. You serve video ads on streaming services (think Roku, Samsung or NBCUniversal), but you target them with the professional first-party data of LinkedIn Ads on job title, industry and company size. TL;DR: LinkedIn CTV ads are a powerful awareness channel for B2B, but targeting is limited to the US and Canada for now, so for Belgian companies this is mainly something to follow and prepare for rather than pour budget into right away.

In this article we explain honestly how LinkedIn CTV works, when it makes sense, and why early adopters working internationally have an edge.

Tip: check whether your ad budget is paying off with our free ROAS calculator.

What exactly are LinkedIn Connected TV ads?

Connected TV (CTV) refers to television sets and devices that are connected to the internet and on which people watch streaming content. Until now, TV advertising was a broad-reach channel: you bought the attention of a large, undifferentiated group of viewers. For B2B that was rarely interesting, because you mostly paid for people who could never become customers.

LinkedIn flips that around. The company links its professional profile data to inventory at major streaming partners. In practice this means you can show a video ad on the big screen, but only to viewers who fit your B2B audience: the right job titles, the right industries, the right company sizes.

According to LinkedIn, this network reaches roughly 60 million households and 105 million connected devices in the US and Canada. That scale is substantial, but pay close attention to the geographic boundary: these are North American figures for the time being.

How do you set it up in Campaign Manager?

Setup runs through the same LinkedIn Campaign Manager you probably already know from your regular campaigns. The difference comes down to a few choices:

• You pick a brand awareness objective. CTV is by definition a top-of-funnel format (TOFU), so LinkedIn steers you towards awareness instead of leads or conversions.
• You set the campaign to Connected TV only, so your ad runs exclusively on the big screen and is not mixed in with feed placements.
• You build your audience with the familiar targeting filters: function, industry, company size, seniority.
• You supply a video creative. LinkedIn recommends a length of 15 to 30 seconds for optimal performance on CTV.

That video length is not a detail. On a TV screen people watch differently than in a feed: they do not scroll away, but they also do not expect a long explanation. A sharp, visually strong message of half a minute works better than an elaborate explainer.

When does CTV make sense for B2B?

Here we have to be honest, because that is how we work. CTV is not a channel that will fill your pipeline with qualified leads tomorrow. It is an awareness instrument. You pay to build recognition among decision-makers, not to get a form filled in.

It can make sense if:

• You have a long B2B sales cycle with multiple decision-makers, and you want your brand to be known before a prospect is even in the market.
• You work account-based and want to reach specific job profiles within target companies with a striking, premium-feeling message.
• You already have a solid foundation: a nurturing flow, retargeting and lead channels that can catch the awareness you create and convert it.

It is almost never a smart first move if you do not yet have a lead channel that holds up. Without anything to catch the interest you generate, you pay for reach that lands nowhere. That is exactly the kind of vanity metric (impressions, reach) we prefer not to steer on. Only look at CTV once your LinkedIn campaigns further down the funnel are already paying off.

Why early adopters are gaining an edge right now

A new channel is by definition not yet crowded. On LinkedIn feeds, thousands of B2B advertisers now compete for the same attention, with click prices to match. On CTV that crowding does not exist yet.

Those who move early benefit from two things: relatively lower competition for the inventory, and a learning effect. You are building experience now with what works on the big screen, while your competitors will have to start from scratch later. That is the logic behind the early-adopter advantage in any new advertising channel.

The link with the more than 1 billion professionals in the LinkedIn community also makes it attractive: the targeting base is enormous, even though CTV delivery is still geographically limited. As LinkedIn expands that, you will be ready to scale along.

What does this mean in practice for Belgian B2B marketers?

For now, the honest conclusion is this: it is a trend to follow, not a channel to put Belgian budget into today. Targeting currently works in the US and Canada, not in the Benelux. Pretending you can run CTV campaigns here tomorrow would cost you money without reaching your actual audience.

Still, that is no reason to look away. Two scenarios deserve attention:

1. You work internationally and have prospects in North America. Then a test can already make sense today. Start small, measure whether it moves brand awareness among your target accounts, and expand if it works.
2. You work mainly in Belgium and the Benelux. Then preparation is the right move. Make sure your video creatives are ready, your audience definitions are sharp and your lead channels are in order, so you can step in the moment LinkedIn expands targeting to Europe.

In both cases the same rule applies that we use for every channel: measure what counts. Not how many people saw your ad, but whether it ultimately contributes to qualified leads and revenue. A well-built campaign, whether it is CTV or feed, should ultimately serve your return on ad spend.

Frequently asked questions about LinkedIn Connected TV ads

Can I already use LinkedIn CTV ads from Belgium?

You can set up a campaign in Campaign Manager, but CTV targeting only works in the US and Canada for now. So for a Belgian audience it makes no sense at this point. It is worth preparing now, though, so you are ready when the rollout reaches Europe.

Do Connected TV ads deliver leads?

No, not directly. CTV is an awareness format under the brand awareness objective. It builds recognition among decision-makers, but you have to catch that interest with other channels further down the funnel, such as LinkedIn lead generation or retargeting.

How long should my video be?

LinkedIn recommends 15 to 30 seconds for the best performance on CTV. Keep it visually strong and deliver one clear message; people in front of a TV screen do not expect a long explanation.

Is this more expensive than regular LinkedIn ads?

CTV works as premium awareness inventory, so do not count on dirt-cheap placements. Do not see it as a cheap lead channel but as an investment in brand awareness among a sharply defined, professional audience. Always compare it with your existing LinkedIn ads based on what it contributes, not on isolated impressions.

Who is CTV really worth it for?

For B2B companies with a long sales cycle, multiple decision-makers and an international (North American) audience, who already have a working lead channel. If you do not have that foundation yet, invest there first before you look at the big screen.

Ready to future-proof your LinkedIn approach?

Connected TV is a nice example of how fast B2B advertising moves. But a new format is only worth something if it fits into a strategy that steers on customers and revenue, not on reach for the sake of reach. We help you determine which LinkedIn channels pay off today and how to prepare for what is coming, without wasting budget on hype.

Want honest advice on your LinkedIn strategy, including when something is simply not worth it for you? Schedule your free intake.