LinkedIn Takes Its B2B Ad Targeting to U.K. Connected TVs

By Amara Osei

LinkedIn claims people exposed to a brand's connected TV ad cost 30% less to convert into sales leads — and it is now bringing that pitch to the U.K. The platform has expanded its CTV (connected TV, advertising delivered through streaming on television sets) offering to British advertisers, following a staged U.S. rollout that began in April 2024 and reached wide availability across the U.S. and Canada in 2025.

The proposition is professional targeting on the living-room screen: advertisers can reach U.K. decision-makers by job role, industry and seniority while they watch ad-supported streaming content. A software company chasing senior IT buyers, for instance, can serve CTV ads to viewers in relevant roles rather than rely on broad demographic or household-level targeting.

LinkedIn has signed LG and Titan OS as supply partners for the U.K. offering, which is open to all advertisers in the market.

What does the targeting claim rest on?

"When you think about professional identities and how you want to reach and engage with them, we're a platform where people tell us who they are," said Jae Oh, senior director of product management at LinkedIn. "They get verified for the jobs that they have, and we're able to support a higher fidelity of reach when it comes to how you reach those audiences at scale."

The verification claim is the crux — and the part LinkedIn has not yet proven with independent measurement in the U.K. The company's own case study supplies the strongest numbers. Cisco, which tested the targeting update, recorded 52% incremental reach beyond its LinkedIn in-feed activity, 141% higher lead form completion rates and 35% higher click-through rates among audiences exposed to its CTV ads.

LinkedIn positions CTV as more than an awareness play. "For so long CTV has been seen as like you naturally think it's an awareness play, but actually where we've seen a real success is when clients use it as part of a full-funnel strategy," said Milka Privodanova, vice president of LinkedIn Marketing Solutions, large customers — international.

What will advertisers actually pay?

Cost is the unresolved variable. Accuracast, an agency that evaluated the offering while it was U.S.-only, found pricing significantly higher than other direct CTV providers, alongside high minimum spend requirements.

"There's definitely a business case for it — our B2B clients would love to get more reach and eyeballs on connected TVs — but if we're going to pay LinkedIn's usual premium pricing, we'd want more clarity on how LinkedIn plans to accurately target their users on these devices," said Farhad Divecha, the agency's group CEO.

The intended flow: introduce the brand to decision-makers via CTV, then retarget and nurture those audiences through video and other LinkedIn ad formats to drive action. Oh said LinkedIn is investing in revenue and pipeline attribution and incrementality testing — experiments that isolate a tactic's causal effect — so advertisers can judge CTV's contribution to business outcomes beyond clicks and lead form completions.

"You will see deeper investment when it comes to incrementality testing or experimentation to prove that these different tactics you're employing work for you," Oh said.

How big is the video business behind this?

Video advertising on LinkedIn is growing 25% year-over-year, according to Privodanova, who declined to say how much CTV contributes to that figure. The company has assembled the pieces since 2024: Roku and Samsung Ads as supply partners, LinkedIn Premier (a managed product built on NBCUniversal's streaming inventory), a deal for premium Paramount inventory in mid-2025, and integrations with Innovid and Sprinkly to make CTV campaigns easier to run.

"As a premium advertising platform, LinkedIn will need to demonstrate that its audience data can translate into meaningful reach and measurable impact," said Andy Hunt, head of paid media at agency Brave Bison. "Targeting professionals through household devices presents its own challenges around signal quality, accuracy and attribution. Advertisers will want to understand how effectively CTV exposure can be connected to wider campaign performance, rather than simply adding another awareness metric."

The U.K. launch rests on vendor-supplied metrics and one named client; until LinkedIn's incrementality testing produces independent, attributable results, buyers will be paying a premium on faith.