B2B CTV advertising is picking up steam.
Following the recent partnership between MNTN and ZoomInfo to support B2B targeting on connected TV, Innovid and LinkedIn today announced that marketers can now manage LinkedIn CTV ads directly through Innovid’s Social Ads Manager platform.
LinkedIn’s CTV ads give advertisers the ability to reach B2B and professional audiences watching premium content on the big screen. For marketers already using Innovid to run campaigns across Meta, TikTok, and other social platforms, this update brings everything into a single, unified hub.
Why This Matters:
CTV is increasingly proving itself as more than just a B2C channel. We’re seeing growing momentum behind B2B and professional audience targeting, and ad spend in this space continues to rise. As noted during the MNTN–ZoomInfo announcement, B2B marketers are waking up to the opportunity—and it remains undervalued. There’s room for more advertisers to lean in, and for platforms like Innovid, LinkedIn, and data providers to capitalize.
By the way, we really knew nothing about LinkedIn CTV ads prior to this announcement, but they appear to be delivering results. LinkedIn says it helped TD Bank, for example, extend its reach through CTV, driving 2.6 million views for one campaign. Another case study with Salesforce reports that LinkedIn CTV ads delivered over 70% incremental reach among its target audience.
Experts React:
Per the announcement press release, Zak Knudson, SVP Product at Innovid says the partnership is “a major step forward for omnichannel advertising, especially for B2B brands looking to engage decision-makers with relevant messaging on every screen.”
See that B2B brand callout? Yeah, something is in the air!
Our Take:
Random comment: Innovid has had some real juice ever since its acquisition by Mediaocean. Mediaocean appears to be doubling down, combining Innovid with Flashtalking and recently refreshing the company’s brand to better reflect its position in the adtech space. With scrutiny around Google, Innovid has an opportunity to be the alternative ad server, and Mediaocean is all in, clearly.
