LinkedIn is expanding programmatic connected TV buying through Amazon DSP, letting B2B marketers reach business audiences on the big screen using LinkedIn's professional data for targeting. It opens a brand-building surface B2B could rarely buy with precision.
B2B finally gets to build brand on the screen people actually relax in front of, with targeting that knows who they are.
LinkedIn is taking B2B advertising onto the television. It is expanding programmatic connected TV buying through Amazon DSP, letting B2B marketers reach business audiences on the big screen using LinkedIn's professional data for targeting. The pitch is the decision makers you target on LinkedIn, reached while they watch streaming TV.
This matters because B2B has been stuck in a narrow set of formats. Feed ads, sponsored content, the odd webinar. Connected TV opens a brand-building surface that B2B mostly could not buy with proper targeting until now.
Amazon brings the CTV inventory and the buying platform. LinkedIn brings the professional graph. The combination is the point.
Why it matters
Most B2B marketing is pure lead chasing because that is what the channels rewarded. Brand gets starved, then everyone wonders why the pipeline is cold and every deal is a price fight. A targeted CTV option gives B2B a way to be known before the buyer is in market, which is when brand actually pays off. CTV spend is growing fast, and B2B money is now part of that flow.
The year-on-year growth rate of the connected TV ad market now drawing B2B budgets
The risk is treating CTV like a lead channel and judging it on last click. That is how you kill a brand investment before it can work.
What to do about it
B2B has hidden behind we are not a TV brand for years. The targeting just removed the excuse.