LinkedIn brings its B2B ad targeting to UK connected TVs

LinkedIn has brought its connected-TV ad targeting to the UK, letting advertisers reach streaming viewers by job title, industry and seniority instead of the household-level guesswork that CTV buying usually runs on.

The expansion follows a staged US rollout that began in April 2024 and went fully available across the US and Canada in 2025, according to Digiday. In the UK, LinkedIn has lined up LG and Titan OS as launch partners, and the targeting is open to every advertiser in the market, not a limited pilot group. Digiday's own framing of the use case is pointed directly at this audience: a software company trying to reach senior IT decision-makers can now serve CTV ads to people in the right job roles and industries, rather than buying broad demographic reach and hoping enough of it lands on buyers.

What changed

Until now, LinkedIn's professional targeting lived on LinkedIn itself and on the programmatic path it opened through a Trade Desk partnership for buying LinkedIn CTV inventory. The UK launch pushes that same job-title and seniority data onto ad-supported streaming inventory through LG and Titan OS specifically, which is new infrastructure, not just a new market flag on an existing product.

LinkedIn has been assembling this CTV stack piece by piece since 2024, when it signed Roku and Samsung Ads as supply partners and launched LinkedIn Premier, a managed product built on NBCUniversal's streaming inventory. A deal for Paramount inventory followed in mid-2025, alongside integrations with Innovid and Sprinklr meant to make CTV campaigns easier to plan and run. The UK is the first market where that stack is being rebuilt with local device partners from the start, rather than inheriting the US supply chain.

LinkedIn is also pitching CTV as more than a reach play. Milka Privodanova, the company's vice president of LinkedIn Marketing Solutions for large international customers, told Digiday that clients get the most value when CTV sits inside a full-funnel strategy rather than functioning as pure brand awareness. LinkedIn is backing that claim with a Cisco case study measuring what happened when accounts were exposed to Cisco's CTV ads on top of its existing LinkedIn feed activity.

LinkedIn separately claims CTV exposure cuts cost-per-lead by 30% industry-wide, though that figure has not been independently audited. Jae Oh, LinkedIn's senior director of product management, said the company is also investing in revenue and pipeline attribution and in incrementality testing, which suggests LinkedIn knows the CTV-to-pipeline link is the part advertisers will actually question.

Who it affects

This matters most for B2B software companies that already spend on LinkedIn to reach specific buyer titles and are deciding whether to extend that same audience onto video. It affects marketing teams weighing CTV against other upper-funnel channels for ABM programs, and it affects agencies now fielding client questions about whether LinkedIn's professional targeting actually survives the jump to a shared household screen. The UK launch also lands at a moment when most B2B marketers' video budgets already sit on LinkedIn's own feed and YouTube, so the real decision isn't whether to try CTV at all, it's whether to fund a new line item by pulling budget from a channel with a longer track record.

Two agencies quoted by Digiday aren't convinced the targeting claims hold up yet. Accuracast evaluated LinkedIn's CTV offering while it was US-only and found pricing well above other direct CTV providers, with high minimum spend requirements attached. Group CEO Farhad Divecha said his B2B clients want more clarity on "how LinkedIn plans to accurately target their users on these devices" before paying LinkedIn's premium rate. Brave Bison's head of paid media, Andy Hunt, raised a related concern: targeting professionals through a device the whole household shares introduces signal-quality and attribution problems that a platform built on verified job data hasn't had to solve before.

What a software marketer should do differently

• Confirm your CTV creative and landing experience match a 10-foot screen, not a repurposed feed video.
• Price the test against your current cost-per-lead benchmark, since LinkedIn's 30% figure is a vendor claim, not an audited result.
• Ask your agency whether its existing LinkedIn spend commitment affects the CTV minimum, since Accuracast flagged minimum spend as a separate hurdle from the headline price.

The bigger shift is less about LinkedIn adding a market and more about what it signals: identity-based targeting is moving off owned platforms and onto shared screens where the old demographic rules of TV buying don't automatically apply. Software marketers who treat that as a solved problem, rather than one LinkedIn itself says it's still building measurement for, are the ones most likely to overpay for reach that never shows up in pipeline.