Hold on to your marketing pants! LinkedIn advertising is changing...again.
In recent years, LinkedIn has taken some remarkable steps in expanding its advertising reach. Traditionally known as a professional networking platform, LinkedIn is now evolving beyond its initial scope, tapping into broader digital advertising strategies. The latest buzz? Their transition from simple retail retargeting strategies to connected TV (CTV) advertising.
This shift presents businesses, especially those leveraging Fractional CMO services, with exciting opportunities to engage their target audiences in ways they never thought possible. As we dive into this topic, let’s break down how LinkedIn is broadening its ad landscape and why this is important for your marketing strategy.
What is Retargeting?
Before jumping into the LinkedIn expansion, let’s refresh on retargeting. Retargeting involves reaching users who have previously engaged with your website, app, or store but didn’t convert. By using data, businesses can display ads to these potential customers, reminding them to come back and complete the purchase. It’s a core strategy for many retail businesses, especially e-commerce platforms.
LinkedIn’s Roots in Retail Retargeting
LinkedIn has been a powerhouse for B2B marketing. Their advertising platform, LinkedIn Ads, allows businesses to reach professionals based on job title, industry, company size, and even seniority level. Over the past few years, they have dabbled in retail retargeting – helping businesses advertise to LinkedIn users who may have visited a specific retail store’s site or browsed through products online.
For example, imagine someone exploring a tech retailer’s website and leaving without making a purchase. Using LinkedIn’s retargeting capabilities, that retailer could show tailored ads to this potential buyer when they scroll through LinkedIn during work hours. This strategy capitalizes on LinkedIn’s professional network while keeping top-of-mind brand awareness.
The Evolution: Enter Connected TV Advertising
Now, LinkedIn is stepping it up with Connected TV (CTV) advertising. For the uninitiated, CTV refers to television content delivered through internet-connected devices like smart TVs, gaming consoles, Roku, and streaming services. Why is this exciting? Because it broadens the way businesses can engage their audiences.
Here’s the kicker: LinkedIn’s transition to CTV means that businesses can extend their B2B advertising into the living room. Imagine your next ad being seen by the same professional you targeted on LinkedIn, but this time, it’s on their smart TV while they’re catching up on the latest episode of their favorite streaming series. The convergence of professional and personal space has never been more seamless!
Why CTV Matters for Your Marketing Strategy
LinkedIn’s foray into CTV ads is a game-changer for marketers and CMOs alike.
Let’s break down why:
1. Audience Reach
CTV advertising allows marketers to reach a wider audience across multiple devices. LinkedIn users aren’t just professionals browsing during work hours – they’re also individuals relaxing at home. Being able to engage with them through CTV gives marketers a chance to interact in a more relaxed, personal setting.
2. Enhanced Targeting
What makes LinkedIn's CTV approach unique is its ability to blend the platform’s already robust professional targeting with this new medium. You can deliver ads to a VP of Marketing while they unwind with their smart TV, showing them content relevant to their business goals, but in a new, immersive way.
3. Measurable Engagement
With CTV, marketers can measure specific performance metrics, such as completion rates and conversion from TV ads. This gives brands powerful insights into how their audience is interacting with their campaigns across multiple platforms, from LinkedIn to the TV in their home.
4. Integrated Campaigns
Fractional CMOs can capitalize on LinkedIn’s expansion by running integrated campaigns that retarget users not just across web or mobile, but now CTV as well. These seamless multi-channel approaches are much more effective than siloed campaigns, creating a comprehensive brand experience that engages customers at various points in their day.
What Fractional CMOs Should Focus On
If you're working with a Fractional CMO service, or you are a CMO looking to refine your strategy, here’s where the gold lies in LinkedIn’s expanded offerings.
Optimizing Retargeting Strategies
While retargeting has traditionally been reserved for online store visits or abandoned carts, LinkedIn's new approach means marketers can now incorporate professionally driven retargeting in more nuanced ways. You can push highly tailored content toward potential customers who are professionals by day, giving them a relevant message during their off hours via CTV.
2. Leveraging Video Ads
Since CTV is a video-first platform, Fractional CMOs should shift some focus toward crafting engaging, high-quality video content. Remember, the audience is in a more relaxed, personal environment. You want to captivate them, not with hard-hitting B2B jargon, but with compelling narratives and engaging visuals that subtly align with their professional needs.
3. Building Holistic Campaigns
Thanks to LinkedIn’s professional data integration, businesses can run ads on LinkedIn during the day and on their CTV at night. The key here is creating consistent, complementary messaging across these platforms to maintain a holistic brand story. Your target audience is the same, but their context and mood may shift – so tailor your messaging accordingly.
LinkedIn’s Future in Advertising
LinkedIn’s venture into CTV advertising is just the beginning of their move toward becoming a more expansive advertising platform. The blurring of lines between personal and professional engagement is a natural evolution as digital advertising grows.
For businesses that want to maximize this opportunity, working with a Fractional CMO can help you navigate the changing landscape, ensuring your ad strategy stays agile, targeted, and effective. Whether you're retargeting through retail or leveraging the power of CTV ads, LinkedIn’s new advertising tools provide a fresh way to connect with your audience across all their devices.
In the ever-changing digital world, staying on top of these trends is essential. So, whether you’re fine-tuning a retargeting campaign or preparing to launch your first CTV ad, LinkedIn’s evolution offers marketers new and exciting pathways to success.
The Short Version: FAQs
1. What is LinkedIn’s Connected TV advertising?LinkedIn’s CTV advertising allows businesses to target ads to professionals on internet-connected TVs, broadening their advertising reach beyond traditional platforms.
2. How does CTV advertising benefit businesses?CTV advertising allows businesses to engage audiences in a more personal environment, offering measurable engagement and the ability to run integrated campaigns across LinkedIn and TV.
3. Why is LinkedIn expanding into CTV ads?As digital advertising evolves, LinkedIn is expanding its offerings to include CTV ads to give businesses a broader range of platforms for targeting professional audiences.
4. What role can Fractional CMOs play in LinkedIn’s CTV ad strategies?Fractional CMOs can optimize multi-channel campaigns, leveraging LinkedIn’s CTV advertising to create cohesive and engaging ad experiences across both professional and personal environments.
5. How do LinkedIn’s CTV ads integrate with existing retargeting strategies?LinkedIn’s CTV ads complement existing retargeting efforts by allowing businesses to engage users across multiple platforms, enhancing their exposure and increasing conversion opportunities.
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