LinkedIn Expands CTV Ads to the UK

Video is playing an increasingly important role in B2B marketing, with 81% of global B2B CMOs saying it helps accelerate sales cycles and drive impact across the funnel. To give marketers more ways to reach professional audiences through video, LinkedIn is expanding CTV Ads to the UK across premium publishers and TV platforms including, LG, Paramount+, Titan OS, and more.

What do LinkedIn’s CTV Ads in the UK mean for advertisers?

Advertisers can now pair the scale of CTV with LinkedIn’s professional targeting to:

• Target the right people, not just more people: Use LinkedIn’s unique first-party professional audience data to target UK decision‑makers by role, industry, and seniority.
  
  
• Reach more of the right accounts and drive action: CTV Ads in the UK helped Cisco, an early adopter, reach 52% more midmarket accounts and get 141% higher Lead Gen Form completion among people who had seen its CTV Ads.*
• Make ad budgets go further: According to LinkedIn data, people who saw a brand’s CTV Ad first cost 30% less to turn into sales leads.**
• Build brand awareness: LinkedIn’s CTV Ads are 2.6x more effective at building brand awareness among B2B audiences than other CTV options.
  
  

How do LinkedIn’s CTV Ads work?

• Advertisers choose their target audience in LinkedIn Campaign Manager.
  
  
• LinkedIn matches that audience with eligible viewers watching ad-supported streaming TV across participating publishers.
  
  
• When matched viewers are streaming content on a CTV device, advertisers have the opportunity to reach them with video ads across premium publisher inventory, extending their reach beyond the LinkedIn feed.
  
  
• Advertisers manage and measure campaign performance through LinkedIn, using LinkedIn audience targeting, reporting, and measurement capabilities across both CTV and other LinkedIn advertising channels.
  
  

What are customers, publishers, and industry leaders saying?

“LinkedIn’s professional audience and ability for us to target ABM is why we invest so heavily in LinkedIn. We truly can’t do that through standard CTV or our other campaigns.” - Logan Carter, Digital Marketing Manager, Cisco

“The big screen has always been about impact. Now, it’s about precision, too. Through LinkedIn, B2B brands can reach decision-makers in the UK across LG Channels, our free streaming service on LG Smart TVs, connecting with premium audiences in a high impact CTV environment.” - Ryan Afshar, Vice President, Publishers & Platforms, LG Ad Solutions

“UK professionals are already watching on Titan OS-powered TVs every day. As Europe’s leading independent TV operating system, powering brands like Philips, Sharp, and JVC, we give advertisers premium reach on the biggest screen in the home. Together with LinkedIn’s professional targeting, B2B marketers can now reach real decision-makers there and turn the living room into a performance channel.” - Joe Evea, Managing Director, UK, Titan OS

“B2B audiences don’t stop being professionals when they switch on the TV. With CTV Ads now available in the UK, marketers can use the LinkedIn targeting they already know to get in front of the people who matter most to their business.” - Milka Privodanova, Vice President, International Customers, LinkedIn Marketing Solutions

Availability: CTV Ads are available for global customers to target buyers in the US, Canada, and UK.

Learn more about CTV Ads in this Help Center article.

*Reach metric compares against audiences reached by In-Feed Video Ads alone. Completion rate lift compares audiences who had and hadn’t seen CTV Ads when Cisco followed up with targeting in the LinkedIn feed. **Source: LinkedIn data, 2025, U.S. and Canada campaigns.