How I built my first CTV ad

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Early in Q1 I knew I wanted to test LinkedIn’s CTV feature.

I wanted to target our top accounts in two different industries as part of my 1:Few ABM strategy.

But I’m not a video producer, nor did I have enough content or bandwidth to create industry-specific videos.

So how did we get this done?

Thankfully, we already had a library of quality video content and I was able to find a video that fit our the use case we were using to target the accounts.

Working with the creative team we were able to cut the video down to 60 seconds while adding in some slight customization for each industry. At the end of each video we added a slide with industry-specific messaging accompanied with industry-specific customer logos.

The result is what you see below.

These ads ran for about two full months in Q1 and the results were (surprisingly) cost-effective for LinkedIn.

It ended up costing about $1.40 per view and just over $8 per thousand impressions. For LinkedIn, and a new feature like CTV, those are results that I think I can live with. Even better, because this is CTV, ads have to be watched in full. These had a 95% completion rate, for example.

LinkedIn’s CTV reporting is still new, so I would assume that in time we will see more reporting being released to show the true impact of these ads.

The lesson here however, is if you have a robust library of videos then you can test the waters with CTV. Find one that fits the use case you’re promoting to your target accounts, and ensure the length is 60 seconds or less. If you need to add personalization, even the smallest item, such as an end slide like I created, can do the trick.

Come back next week where I’ll cover additional CTV campaign ideas.

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