- 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 increase
LinkedIn has made programmatic buying for CTV Ads available through Amazon DSP, meaning that B2B-focused streaming TV campaigns can now be run within existing Amazon DSP workflows instead of having to buy through LinkedIn’s Campaign Manager.
The Microsoft-owned platform boasted that its CTV ads reached B2B audiences 2.2 times better than other CTV platforms and 4.3 times more effectively than linear TV.
The new Amazon partnership means marketers can access precise LinkedIn targeting such as 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 who matter most to deliver measurable business results at scale,” explained LinkedIn Senior Director David Roter.
Designed to help advertisers reach business decision makers wherever they are and extend LinkedIn targeting beyond news feeds, the partnership is now available to advertisers in the US.
As for Amazon, it saw a 22% year-over-year increase in quarterly ad revenue over its most recent three-month period, totaling $17.2 billion. LinkedIn revenue also increased by 12% last quarter – the highest growth rate seen in 15 quarters.
More generally, LinkedIn has been going heavy on marketing lately. The Amazon announcement comes weeks after the platform pushed creators, noting that four in five (82%) B2B marketers who work with creators agree that influencers are critical to delivering ROI. The company also emphasized 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 ability to reach B2B audiences through their Amazon DSP buys,” added Chris Conetta, director of Amazon Ads Omnichannel Supply.
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