Innovid has expanded its integration with LinkedIn to support Connected TV (CTV) ads, allowing marketers to activate LinkedIn’s CTV campaigns directly through Innovid’s Social Ads Manager.

The integration enables advertisers to extend professional-targeted video advertising to television screens, providing access to premium, biddable video inventory from top publishers. 

“We’re helping advertisers extend the precision of social targeting into a high-impact, brand-safe environment,” Zak Knudson, SVP Product at Innovid, said in the announcement. “It’s a major step forward for omnichannel advertising, especially for B2B brands looking to engage decision-makers with relevant messaging on every screen.”

This development comes as CTV continues to gain media prominence. According to YouTube CEO Neal Mohan, television screens have overtaken mobile and desktop as the primary viewing medium in the United States, with viewers watching over 1 billion hours of YouTube content on TVs daily.

A We Are Social study finds that 91.9% of internet users now watch TV content via streaming services monthly, while streaming accounts for 43.3% of total TV viewing time globally. The research also indicates that 31.7% of internet users access internet content via television sets, highlighting the convergence between traditional TV and digital platforms.

B2B Marketers Embrace Video Strategy

LinkedIn reports that 91% of B2B marketers globally cite capturing audience attention as their biggest concern. Their research reveals that 66% of marketers believe they risk losing to competitors without video investment, while 75% agree that short-form video helps them reach decision makers.

The platform’s CTV Ads, now generally available for customers targeting buyers in the U.S. and Canada, prove over four times more effective at reaching B2B target audiences compared to linear TV, according to iSpot measurements.

Innovid’s integration allows clients to activate and optimize LinkedIn’s CTV Ads alongside campaigns running across social, digital, and CTV channels from a single platform.

Subscribe to Our Newsletter

Check Out Our Podcast