Social network LinkedIn is building on its connected television (CTV) advertising platform by announcing a handful of new partnerships that will help its business-to-business (B2B) clients reach more industry-level online video consumers.
This week, LinkedIn announced a new pact with Paramount Global that will allow it to deliver more premium ad inventory targeting B2B professionals through Paramount-owned services. The deal with Paramount comes together more than a year after LinkedIn announced a similar arrangement with NBC Universal.
Additionally, LinkedIn said it was partnering with omnichannel advertising publisher Innovid and social-focused software company Sprinklr to make CTV advertising activations and integration easier for its clients.
“Our integration helps marketers extend their LinkedIn video strategy to the largest screen in the home, combining Innovid’s creative tools with LinkedIn’s unmatched audience data to drive full-funnel performance,” Christopher Murphy, the Senior Vice President of Strategy and Business Development at Innovid, said on Tuesday.
Last April, LinkedIn said 90 percent of advertising clients believed CTV helped reach prospective B2B buyers. The company integrated CTV advertising opportunities into its Campaign Manager tool, which allowed clients to purchase inventory against Roku and Samsung-powered apps and devices, and launched a new tool called LinkedIn Premiere that integrated within NBC Universal’s streaming apps, including Peacock.
LinkedIn said its ad opportunities are verified as “brand safe” through DoubleVerify, which helps ensure ad buyers are reaching the right prospective buyers whose signals are included in the LinkedIn Audience Network.
This week, LinkedIn released further research that it says proves the worth of CTV and other types of advertising available through the platform.
A survey of more than 3,200 senior-level, professional LinkedIn users in more than a dozen countries found 66 percent believe they will lose out to competitors if they don’t invest in video this year, and 93 percent believe video-based campaigns are better at driving brand recall than single image display ads.
Four out of five senior-level LinkedIn users surveyed said they need to leverage creative marketing tactics to stand out more, because the advertising landscape is more-competitive these days. On that note, LinkedIn said it was partnering with Adobe to allow ad buyers to design their campaigns within Adobe Express; once completed, designers can export their spots directly to LinkedIn Ads from within the Adobe Express app.
“By bringing Adobe Express directly into the LinkedIn Ads workflow, you can take your ideas and designs and turn them into live ads within minutes,” Aubrey Cattell, the Vice President of Developer Platform and Partner Ecosystems at Adobe, said in a statement. “This will be a game-changer for marketers, especially those with limited time or resources, (who are) looking to stand out in a crowded, digital space.”
LinkedIn is owned by Microsoft, and counts more than 1 billion active accounts used by people in more than 200 countries. Solano Media LLC, the parent company of The Desk, has an editorial partnership with Microsoft.
