Ad-tech platform Innovid is integrating with LinkedIn to let marketers buy and manage the professional network’s Connected TV (CTV) ads directly from its dashboard. The move unifies social and TV campaigns, allowing brands to use LinkedIn’s powerful professional data to reach audiences in the living room.
From chaos to command center: The partnership creates a single platform for running campaigns across social, digital, and television, tackling the common headache of repurposing creative for different screens. This unified workflow is designed to solve what has become a constant juggling act for marketers trying to manage a fragmented ad market.
Reaching execs on the couch: The integration allows brands to use LinkedIn’s powerful targeting data to reach key business audiences on their smart TVs after work. “It’s a major step forward for omnichannel advertising, especially for B2B brands looking to engage decision-makers with relevant messaging on every screen,” said Zak Knudson, SVP of Product at Innovid, in the announcement.
The desk-to-couch commute: LinkedIn first waded into CTV in April 2024, and this partnership is the latest signal that B2B advertising is following its audience from the office desk to the living room couch. The deal pushes professional-focused ads into primetime slots once dominated by consumer brands.
The wider view: The race to bring B2B targeting to the living room is heating up, with competitors like MNTN partnering with ZoomInfo for similar capabilities. This all happens as giants like Amazon and Roku consolidate their power in the streaming ad space. Meanwhile, the challenge of proving ROI continues, pushing companies like Innovid to also develop new pixel-free attribution tools for a privacy-focused world.
