LinkedIn’s ad strategy shifts toward connected TV and event marketing

The news: In a recent interview with EMARKETER at last week’s HumanX conference, LinkedIn's chief product officer Tomer Cohen shared his vision for the platform's future and offered insights into how LinkedIn approaches advertising, content creation, and user engagement.

What’s working:

• Cohen revealed that LinkedIn has been “investing heavily in connected TV” (CTV) for B2B marketing, with third-party partners reporting ROI six to seven times higher than traditional tools. The platform initially announced this push last year; in coming months, it plans to expand LinkedIn CTV to make it even easier for B2B marketers to reach new buyers and measure camapign effectiveness.
• In the interview, Cohen discussed LinkedIn's development of event ads to improve ROI measurement for live events, which he described as “one of the hardest channels to measure.”