- Amazon DSP marketers can run personalized campaigns with data from LinkedIn
- LinkedIn CTV Ads are more effective than other CTV and linear TV ads
- Amazon Ads and LinkedIn revenues are climbing
LinkedIn has made programmatic buying for CTV Ads available through Amazon DSP, which means that B2B-focused streaming TV campaigns can now be run within existing Amazon DSP workflows rather than having to buy though LinkedIn’s Campaign Manager.
The Microsoft-owned platform boasted its CTV Ads reach B2B audiences 2.2x better than other CTV platforms, and 4.3x more effectively than linear TV.
The new Amazon partnership means marketers can access precise LinkedIn targeting like job title, industry and seniority to reach the right buyers.
LinkedIn and Amazon expand personalized B2B advertising
“This collaboration with Amazon DSP expands how advertisers can buy LinkedIn CTV Ads, while still reaching the buyers that matter most to deliver measurable business outcomes at scale,” LinkedIn Senior Director David Roter explained.
The partnership is designed to help advertisers reach business decision-makers wherever they are, extending LinkedIn targeting beyond news feeds, and it’s available now for advertisers in the US.
As for Amazon, it saw a 22% year-over-year rise in quarterly ad revenue during its most recent three-month period, totalling $17.2 billion. LinkedIn revenue also rose 12% last quarter – its highest rate of growth seen in 15 quarters.
More broadly, LinkedIn is going in heavy on marketing lately. The Amazon announcement comes weeks after the platform pushed creators, noting that four in five (82%) B2B marketers working with creators agree influencers are essential for delivering ROI. The company also underscored the growing role that video plays in marketing.
“By combining LinkedIn’s audiences with the scale and impact of streaming TV inventory, advertisers now have the opportunity to reach B2B audiences through their Amazon DSP buys,” Amazon Ads Omnichannel Supply Director Chris Conetta added.
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