LinkedIn is expanding its Connected TV advertising offering into the UK, creating an interesting new bridge between digital B2B targeting and the impact of the big TV screen.
The proposition is relatively simple. Advertisers can build audiences within LinkedIn Campaign Manager using LinkedIn’s first-party professional data including job role, industry and seniority and then reach eligible members while they are watching ad-supported streaming content across connected TVs.
UK launch partners include LG, Paramount+ and Titan OS.
What makes this particularly interesting is the combination of TV’s attention with LinkedIn’s precision. Rather than buying broad CTV audiences, B2B advertisers can potentially reach specific professional audiences and accounts outside of the traditional LinkedIn feed.
Early results shared by LinkedIn are promising. Cisco reportedly reached 52% more mid-market accounts when adding CTV to its LinkedIn activity, while audiences exposed to CTV were 141% more likely to complete a subsequent Lead Gen Form.
LinkedIn also reports that people exposed to a CTV ad first were 30% cheaper to convert into leads, although this latter finding is based on 2025 US and Canadian campaign data.
What does this mean for advertisers in Ireland?
For now, the opportunity is primarily relevant to Irish advertisers targeting B2B audiences in other markets, as LinkedIn CTV targeting is currently available in the US, Canada and UK.
However, strategically this is one to watch. For brands targeting international decision-makers, it creates an opportunity to use LinkedIn beyond lead generation and traditional feed advertising.
The bigger shift is towards full-funnel B2B media using CTV to build attention and familiarity with highly relevant professional audiences, then using LinkedIn feed, thought leadership, retargeting and Lead Gen activity to move those same audiences towards action.
When LinkedIn extends CTV inventory into Ireland, this could become a particularly interesting way of combining the impact of AV with the precision of paid social.