LinkedIn CTV Ads Expand to the UK: B2B Targeting on TV
LinkedIn CTV Ads now reach UK viewers by job role, industry and seniority on partners like LG and Titan OS. What launched and how B2B teams can test it.
In this article
LinkedIn CTV Ads are now available in the UK. LinkedIn announced the expansion on November 12, 2026 in a LinkedIn press release, saying advertisers can now reach UK viewers on connected TVs using its professional audience data.
That makes the UK the third market after the US and Canada. According to the release, CTV Ads are “available for global customers to target buyers in the US, Canada, and UK”, so a company based anywhere can now target UK professionals on the big screen.
For B2B marketers, this is the main appeal. Most TV buys target households or demographics. LinkedIn lets you pick viewers by job role, industry and seniority, the same targeting you already use in Campaign Manager.
What launched in the UK
The release names LG, Paramount+ and Titan OS as premium publishers and TV platforms for the UK. LG Ad Solutions supplies inventory on LG Channels, its free streaming service on LG Smart TVs, and Titan OS powers TV brands including Philips, Sharp and JVC, according to the announcement.
LinkedIn explains the process in three steps: you choose an audience in Campaign Manager, LinkedIn matches it with eligible viewers streaming ad supported TV on participating publishers, and you measure results in LinkedIn alongside your other campaigns.
LinkedIn frames the launch around video. The release cites its own finding that 81% of global B2B CMOs say video helps accelerate sales cycles and drive impact across the funnel. Digiday adds that video advertising on LinkedIn is up 25% year over year, although LinkedIn did not say how much of that comes from CTV.
Milka Privodanova, VP of International Customers at LinkedIn Marketing Solutions, said: “B2B audiences don’t stop being professionals when they switch on the TV.”
How LinkedIn CTV Ads work
PPC Land’s breakdown, which reviewed LinkedIn’s product documentation, lists the main setup details:
| Item | Detail |
|---|---|
| Targeting | Job role, industry and seniority from LinkedIn data |
| Format | Video ads as pre roll or mid roll on Smart TVs, streaming devices and consoles |
| Objective | Brand awareness |
| Bidding | Maximum delivery |
| Setup | A “Connected TV Only” toggle at ad set level in Campaign Manager |
| Markets | US, Canada and now the UK |
For brand safety and measurement, PPC Land lists curated publishers, block and allow lists, custom DoubleVerify profiles on request, iSpot reach reporting and LinkedIn Brand Lift studies. Ask which of these apply to UK campaigns, because the documentation does not always say.
PPC Land also notes that on launch day LinkedIn’s help page still listed only the US and Canada. If you do not see the UK in your account yet, that may be why.
The results LinkedIn is claiming
LinkedIn shared an early adopter case. Cisco reached 52% more midmarket accounts than with In-Feed Video Ads alone, and saw 141% higher Lead Gen Form completion among people who had seen its CTV Ads. LinkedIn also says people who saw a brand’s CTV Ad first cost 30% less to turn into sales leads, based on 2025 US and Canada campaign data.
These are LinkedIn’s own numbers, not independent research. Digiday’s report quotes agency leaders who want more clarity on how LinkedIn matches members to shared household TVs, and who found pricing higher than other direct CTV options in the US.
Is LinkedIn CTV right for your brand?
TV is an awareness channel first. It suits B2B brands with longer sales cycles, larger deal sizes and a defined account list. If you already run account based campaigns on LinkedIn, CTV gives you another way to reach the same buying committee.
It is a weaker fit for small budgets or for teams that judge everything on last click leads. Because the objective is brand awareness, plan to measure impact through lift studies and follow up campaigns, not direct conversions. Our guide on attribution models explains why last click will undervalue it.
What B2B advertisers should do now
These steps are Brandella’s recommendations:
- Check availability. Open Campaign Manager and look for the Connected TV Only toggle with UK targeting. Ask your LinkedIn rep if it is missing.
- Start with a tight audience. Use the job roles and seniority levels from your best performing LinkedIn campaigns, not a broad industry list.
- Make TV ready creative. People watch on a TV screen from the sofa, so show the brand early, keep one clear message and use a short, memorable URL.
- Plan a follow up. Retarget the same accounts in the feed after the TV flight. That is how Cisco measured its Lead Gen Form lift.
- Set up lift measurement. Agree brand lift or conversion lift tests with LinkedIn before launch, so you have a baseline.
- Compare costs. Benchmark the CPM against other CTV options before you scale.
What to watch next
LinkedIn has not published UK pricing or minimum spend in the release. It is also not yet clear which buying routes, such as DSPs, cover UK audiences. If you are planning Q1 budgets, ask your account team for these details in writing before you commit.
