LinkedIn CTV (Connected TV) Ads

What It Is

Video ads served on streaming platforms (Roku, Samsung TV, Paramount+, etc.) through LinkedIn's audience targeting. Non-skippable - viewers are forced to watch.

Key Constraints

• Brand Awareness objective only - no conversion or lead gen objectives available
• Auto-bidding only - no manual bid control
• Minimum $50/day budget
• US and Canada only, English only
• Video specs: 16:9, 4K recommended, 15-30 seconds ideal (under 1 minute max)
• QR code shown at end for tracking

Why Standard Metrics Don't Apply

• ~100% video completion is the default (forced-view), not a quality signal
• No clicks, no CTR, no engagement rate - none of these exist for CTV
• No direct conversion tracking possible

How to Measure CTV

• Compare retargeting performance: CTV viewers vs. cold audiences
• Funnel analysis: did CTV-exposed accounts convert faster or at higher rates?
• Self-reported attribution ("How did you hear about us?")
• Data shows: CTV audience 1.6x more likely to visit website, 8% shorter procurement cycles
• CTV + thought leadership retargeting = 3.4x better engagement vs. cold

When It Makes Sense

• Budgets above $15K/month where brand awareness is a strategic layer
• Paired with a retargeting strategy - CTV warms, other campaigns convert
• When you can measure downstream pipeline impact

When It Doesn't Make Sense

• Budgets under $15K/month - eats spend from campaigns with measurable signals
• When the account needs direct conversion data to justify spend
• Early-stage accounts that haven't proven their BOF/conversion funnel yet

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By Ivan Falco - Frontal