LinkedIn Brings B2B Ads to the Big Screen With CTV Rollout

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LinkedIn is piloting Connected TV ads to help B2B marketers reach decision-makers beyond the feed — on premium streaming platforms.

LinkedIn is stepping into the living room. The platform has begun rolling out Connected TV (CTV) ads in beta, giving B2B marketers a new way to reach professional audiences through long-form video on smart TVs and streaming devices.

The ads appear across premium inventory — including Paramount and NBCUniversal content — via LinkedIn’s Audience Network. Brands can now run pre-roll, mid-roll, or end-roll video ads within episodic content, targeting viewers using LinkedIn’s first-party professional data.

The move reflects a growing appetite for video-first B2B storytelling. According to LinkedIn, 91% of B2B marketers say breaking through the noise is their top concern, and 66% fear falling behind without a strong video strategy.

To support the rollout, LinkedIn has introduced First Impression Ads (which reserve the first ad slot a user sees each day) and Reserved Ads (which guarantee top feed placement for Sponsored Content). These formats are designed to maximize visibility during product launches, events, or high-stakes campaigns.

Marketers can manage CTV campaigns through LinkedIn’s Campaign Manager or API, with brand lift studies available to measure impact. The platform also supports integrations with Adobe Express for creative production and Innovid for VAST tag delivery.

With CTV ads now available in the U.S. and Canada, LinkedIn is positioning itself as a full-funnel B2B platform — one that spans from scroll to screen.