LinkedIn Teams Up with Paramount to Elevate Emerging CTV Advertising

In 2024, LinkedIn established itself as a dominant player in the B2B digital display advertising market, claiming 47% of spending, and is now venturing into connected TV (CTV) advertising. Recently, the platform introduced enhanced video features targeting B2B clients, including an expanded CTV Select offering that integrates Paramount’s streaming inventory, allowing brands to leverage LinkedIn’s audience data for more effective campaign targeting. The addition of VAST tag capabilities through Innovid enables B2B marketers to repurpose existing video assets for CTV ads. LinkedIn’s partnership with Sprinklr allows clients to manage CTV campaigns more effectively. Research shows that 94% of LinkedIn users engage with CTV ads, indicating the platform’s potential for B2B marketing. New offerings such as First Impression ads ensure optimal visibility, while Reserved Ads maximize engagement in user feeds. Additionally, a collaboration with Adobe Express aims to facilitate video ad creation for smaller businesses.

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