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

LinkedIn has launched its connected TV ads in the U.K., extending the professional targeting it built on job title, industry and seniority to streaming audiences watching ad-supported content on TV screens. The product is live for all advertisers in the market, with LG and Titan OS signed on as supply partners so far.

The U.K. expansion follows a staged U.S. rollout that began in April 2024 and widened across the U.S. and Canada through 2025. The pitch is straightforward: a software company that wants senior IT decision-makers can now serve CTV ads to viewers holding those exact job roles, rather than settling for broad household-level demographics.

What does LinkedIn claim the ads deliver?

The company says people exposed to a brand's CTV ad cost 30% less to convert into sales leads. Cisco, which tested the targeting update, reported 52% incremental reach beyond its LinkedIn in-feed activity, 141% higher lead form completion rates and 35% higher click-through rates among CTV-exposed audiences, according to its LinkedIn case study.

Those are vendor-published numbers, so buyers should read them with that in mind. But the mechanism behind them is what LinkedIn is really selling.

"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."

Is CTV still just an awareness play?

LinkedIn argues no. Milka Privodanova, vice president of LinkedIn Marketing Solutions for large international customers, says the wins come when clients run CTV inside a full-funnel strategy — introduce the brand on TV, then retarget and nurture through LinkedIn's other ad formats until the viewer acts.

To back that up, Oh says LinkedIn is investing in revenue and pipeline attribution alongside incrementality testing. "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," he said.

What will it cost advertisers?

That's the open question. Agency Accuracast evaluated the U.S. offering and found pricing significantly higher than other direct CTV providers, with high minimum spend requirements on top.

"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 Accuracast group CEO Farhad Divecha.

How does this fit LinkedIn's video push?

Video advertising on LinkedIn is growing 25% year-over-year, according to Privodanova, who declined to break out CTV's share. The company has assembled the business piece by piece since 2024: Roku and Samsung Ads as supply partners, LinkedIn Premier built on NBCUniversal's streaming inventory, a premium Paramount inventory deal in mid-2025, plus Innovid and Sprinklr integrations to simplify campaign delivery.

Andy Hunt, head of paid media at Brave Bison, framed the challenge plainly: LinkedIn needs to show its audience data turns into measurable impact, because targeting professionals through household devices raises real questions about signal quality and attribution — not just another awareness metric.

Expect the incrementality tooling, not the ad inventory itself, to decide whether U.K. B2B budgets follow.