CTV Video Ads

TL;DR

CTV ads = internet-delivered video ads on smart TVs and streaming devices.
LinkedIn supports MP4, 16:9, 1080p, 6–30 sec, with optional captions.
Design ads for clarity on a big screen with short, impactful messaging.
Use LinkedIn’s professional targeting to maximize reach and engagement.
Test variations and measure results—CTV is precise, but content still needs to resonate.

Connected TV, or CTV, is transforming video advertising. With more people streaming content on smart TVs, consoles, and other internet-connected devices, marketers can now deliver high-quality, targeted video ads directly to the living room. LinkedIn has embraced this trend, allowing advertisers to run CTV-compatible video ads to reach professional audiences where they spend their leisure time.

Here’s a full breakdown of what you need to know to run successful CTV campaigns on LinkedIn.

What is CTV Advertising?

CTV ads are video advertisements shown on internet-connected television devices. Unlike traditional linear TV ads, CTV ads are delivered programmatically through streaming platforms. LinkedIn’s CTV integration ensures that professional audiences see your video ads during content streaming on platforms like Roku, Apple TV, Amazon Fire TV, and smart TVs.

The key advantage? Targeting precision. You can reach your LinkedIn audience segments on TV just as effectively as you would on desktop or mobile.

LinkedIn CTV Video Ad Requirements

To run CTV ads on LinkedIn, your video must meet the following technical specifications:

Parameter	Requirement
Video format	MP4 (H.264 encoded)
Resolution	1920x1080 (Full HD recommended)
Aspect ratio	16:9 (landscape)
Maximum file size	200 MB
Video length	6–30 seconds (shorter is often better for TV engagement)
Frame rate	23.976, 24, 25, 29.97, 30 fps
Audio	AAC, 128 kbps or higher, stereo recommended
Bitrate	5–10 Mbps recommended
Subtitles / captions	Optional but recommended for accessibility

Optional Parameters for Better Engagement

Call-to-Action (CTA) Overlay: Include a clickable overlay on mobile and desktop previews—though it’s not clickable on TV, it can improve engagement metrics.
Branding: Make sure your logo is visible and legible without overwhelming the screen. CTV viewers are farther away from their screens, so clarity matters.
Intro Length: Keep the first 2–3 seconds engaging—just like on other social platforms, attention spans are short.

Best Practices for LinkedIn CTV Ads

Keep It Short and Impactful
- CTV ads are typically 15–30 seconds. Capture attention quickly with a clear message and strong visual hooks.
Design for the Big Screen
- Avoid small text or intricate details. Bold graphics, large fonts, and high-contrast visuals perform better.
Focus on Professional Context
- LinkedIn audiences are professional. Tailor your messaging to B2B goals: awareness, lead generation, or thought leadership.
Leverage LinkedIn Targeting
- You can target by job title, industry, company size, or even retarget website visitors. This makes CTV advertising far more precise than traditional TV.
Test & Optimize
- Test multiple versions of your ad with slightly different visuals or messaging. Measure impressions, view-through rates, and engagement to find the best performing version.

Why CTV Ads Are a Game-Changer

CTV combines the impact of TV with the precision of digital advertising. On LinkedIn, it’s particularly powerful because:

Professionals are reachable in relaxing, distraction-free environments at home.
LinkedIn targeting ensures your ads are highly relevant, increasing ROI.
Analytics allow performance tracking down to audience segments, something traditional TV cannot match.

CTV advertising is no longer a “nice-to-have” for marketers—it’s a must-explore channel. With LinkedIn’s platform, you can reach professionals outside the office, in a highly targeted and measurable way, bridging the gap between traditional TV and digital precision.