LinkedIn Shares Research Into the Effectiveness of CTV Campaigns

LinkedIn has shared some new research into the effectiveness of connected TV (CTV) outreach for the LinkedIn audience, and how you can utilize LinkedIn’s CTV promotion options to best effect.

The 33-page report, conducted in partnership with Magna Media Trials, includes a range of insights into modern consumption behaviors, and how decision-makers are increasingly engaging with CTV.

Which could be relevant to your planning, as you look to maximize your LinkedIn marketing spend.

To clarify, back in April, LinkedIn launched its own CTV ad offering, which enables the expansion of your LinkedIn campaigns to Paramount, Roku, and Samsung ads, among others. So now, via LinkedIn’s Campaign Manager, you can extend your promotions to be displayed on TV sets, providing another way to maximize your exposure to an engaged audience.

And according to this new research, that could be an effective consideration.

As you can see in this chart, the majority of LinkedIn users are consuming CTV content on a regular basis, which could make it a valuable placement for your campaigns.

And CTV viewers have influence:

These charts show that many LinkedIn users who are also CTV consumers are in management and decision-making roles, meaning that this is a valuable cohort for your outreach.

The report also suggests that those decision-makers are open to promotions within connected TV experiences.

While younger audiences are the most receptive to CTV ads:

There are also notes on when CTV viewers are the most engaged:

It’s an interesting overview of CTV consumption trends, and why LinkedIn marketers may want to consider extending their campaigns to those viewing on their home TV sets.

There’d be some experimentation involved, and I’m not sure that all of the insights would be universal. But as a starting point, these are some good indicators to inform your CTV planning, and testing with LinkedIn’s big screen options.

You can download the full report here.