LinkedIn today opened its connected TV advertising product to audiences in the United Kingdom, allowing advertisers to place video ads on television screens in front of British professionals selected by role, industry and seniority. The UK becomes the third country, after the United States and Canada, whose viewers can be targeted through CTV Ads, according to LinkedIn, with inventory coming from publishers and TV platforms that include LG, Paramount+ and Titan OS.

In Short

LinkedIn now lets advertisers show video ads on TV screens to people in the UK chosen by job role, industry and seniority, using streaming services and TV platforms such as LG, Paramount+ and Titan OS. This matters to business-to-business marketers, who until today could only reach LinkedIn audiences on television in the US and Canada. The headline figures LinkedIn uses to promote the launch come from one early customer, from US and Canadian campaigns run in 2025, or from research whose method the announcement does not describe. On the day of the announcement, LinkedIn's own help page still listed only the US and Canada as targetable markets.

What LinkedIn announced

The post, published on LinkedIn's pressroom under the byline of LinkedIn Corporate Communications and filed under product news, company news and EMEA, runs to a few hundred words. It opens with a survey figure. According to LinkedIn, 81% of global B2B CMOs say video "helps accelerate sales cycles and drive impact across the funnel." The figure links to an earlier LinkedIn pressroom item; the announcement itself does not name the survey, its sample or its fieldwork dates.

The operative change follows in a single sentence. LinkedIn is extending CTV Ads to the UK "across premium publishers and TV platforms," naming LG, Paramount+ and Titan OS and adding "and more" without listing the rest. The availability line at the foot of the post defines the new scope: "CTV Ads are available for global customers to target buyers in the US, Canada, and UK."

That wording places the restriction on the audience, not the advertiser. A company based anywhere can now point a campaign at British viewers, provided it buys through the channels LinkedIn offers for the market.

According to LinkedIn, advertisers can now use "first-party professional audience data to target UK decision-makers by role, industry, and seniority." The three attributes closely mirror the job title, industry and seniority trio LinkedIn named when its audiences became available for CTV buying on Amazon DSP in May, and again when buyers in Google's Display & Video 360 gained access to the product in October, for US targeting only.

From a profile to a television

LinkedIn describes the process in four steps. Advertisers choose a target audience in LinkedIn Campaign Manager. LinkedIn then "matches that audience with eligible viewers watching ad-supported streaming TV across participating publishers." When matched viewers stream content on a CTV device, the advertiser's video can run across publisher inventory, "extending their reach beyond the LinkedIn feed." Campaigns are managed and measured through LinkedIn, using the same audience targeting, reporting and measurement tools as its other ad channels.

The second step carries most of the technical weight, and the announcement leaves it unexplained. It does not say how a LinkedIn member is linked to a television, what share of UK members can be matched, or how shared household screens are handled. A job title belongs to one person. A living-room television usually belongs to a household. So who is actually on the sofa when the ad plays? The post does not address the question, and neither does it set out the consent basis on which UK viewers are matched under British data protection law.

What the help page sets out

LinkedIn's CTV Ads help page fills in some of the operating detail. According to the page, LinkedIn has partnered with CTV publishers in the LinkedIn Audience Network to deliver ads within "long-form and episodic content, such as movies or TV shows, that are typically streamed through a large-screen TV device." The ads can run as pre-roll, at the start of a programme, or as mid-roll, in a break partway through. Compatible devices, according to LinkedIn, "typically include Smart TVs with built-in apps, streaming devices that plug into a TV, and gaming consoles with built-in app stores."

Campaign setup is tightly constrained. The only permitted objective is brand awareness. Advertisers must switch on a "Connected TV Only" toggle at ad set level, at which point the LinkedIn Audience Network is selected automatically and cannot be changed. The only bidding strategy listed is maximum delivery, an automated option. Creative must use the video ad format and meet LinkedIn's CTV specifications; any video already uploaded to Campaign Manager can be used if it complies, and LinkedIn points advertisers to its marketing partner programme for help meeting the specifications. The page also cautions that CTV forecasting results are estimates and do not guarantee actual performance.

Ad sets can be built in Campaign Manager or through the Campaign API, with Sprinklr, Innovid, MediaOcean and MetaData listed as API options, and forecasts can be pulled through the Ad Supply Forecasts API. Innovid's role is not new: in July 2025, Innovid let advertisers activate LinkedIn Connected TV Ads directly inside its Social Ads Manager platform, alongside social and other CTV buying.

Much of this matches the shape of the product at birth. When LinkedIn introduced CTV Ads in April 2024, the product was still in testing, limited to audiences in the US and Canada, English only, and restricted to automated bidding, with Paramount, Roku and Samsung Ads among the publishers. Two and a half years later the core setup is recognisable. What has changed is the number of ways to buy it and, as of today, the number of countries it reaches.

A requirements table that lists two countries

One detail on the help page sits awkwardly with the announcement. The requirements table, which carried a note on the day of the UK launch saying it had last been updated three weeks earlier, lists audience targeting as "United States and Canada" and audience language as "English." The UK does not appear.

The English requirement creates no obstacle in Britain. The country list, though, had not caught up with the pressroom post by the time the announcement went live. LinkedIn's post links to a Help Center article for further detail, but it does not say when the documentation will reflect the UK, or whether any UK-specific setup conditions apply.

Three routes, one of them clearly covered

The help page describes three ways to buy LinkedIn's television audiences. The first is the self-serve CTV Ads product in Campaign Manager. The second is CTV Select, a programme for advertisers that want to partner exclusively with NBCUniversal or Paramount publishers; according to LinkedIn, it is "currently only available to LinkedIn managed accounts with a dedicated representative." The third is CTV Ads via DSP, which lets advertisers activate campaigns through external demand-side platforms.

The external routes have so far been American. In May, Microsoft extended LinkedIn-fused CTV audiences to Amazon DSP, The Trade Desk and Microsoft Advertising, with geographic targeting restricted to the United States, a minimum spend of $50,000 over 30 days, a minimum audience of one million members, and CTV Select priced from $100,000 per ad set. The Display & Video 360 route added in October was likewise limited to US targeting.

Today's announcement does not say whether British audiences can be bought through any of the DSP routes or through CTV Select. It names Paramount+ among the UK partners, but it does not say whether the Paramount relationship that underpins CTV Select in the US extends to the UK. Nor does it state pricing or minimum spend for UK campaigns.

The numbers and their footnotes

LinkedIn supports the launch with four performance claims. Each carries a different kind of evidence, and the footnotes matter more than the headline figures.

Cisco: one advertiser, two metrics

According to LinkedIn, CTV Ads in the UK helped Cisco, described as an early adopter, reach 52% more midmarket accounts and achieve 141% higher Lead Gen Form completion among people who had seen its TV ads. The footnote explains the comparisons. The reach figure "compares against audiences reached by In-Feed Video Ads alone," meaning the 52% measures the additional midmarket accounts reached when TV was added to Cisco's existing feed video, not an absolute audience size. The form completion figure "compares audiences who had and hadn't seen CTV Ads when Cisco followed up with targeting in the LinkedIn feed."

Several things are missing. The post gives no campaign dates, spend, number of accounts or completion counts. It does not say how Cisco came to run UK campaigns before today's expansion. And the footnote does not say whether the exposed and unexposed groups were assigned at random, which bears on whether the 141% difference can be read as an effect of the TV ads or partly as a difference between the people who happened to see them.

Logan Carter, Digital Marketing Manager at Cisco, framed the company's interest in terms of targeting rather than reach. "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," Carter said in the announcement. ABM refers to account-based marketing, in which campaigns are aimed at a defined list of companies rather than at a broad audience - a practice that depends on knowing where a viewer works, which household TV data does not usually reveal.

The 30% figure is not from the UK

The second claim concerns cost. "According to LinkedIn data, people who saw a brand's CTV Ad first cost 30% less to turn into sales leads," the post states. The footnote is precise about the source: "LinkedIn data, 2025, U.S. and Canada campaigns."

That places the figure before the UK launch and outside the UK market. No British campaign contributed to it. The post does not define a sales lead, give the comparison group, or say how many campaigns or advertisers the 2025 data covers.

2.6x, with no method attached

The third claim is that LinkedIn's CTV Ads "are 2.6x more effective at building brand awareness among B2B audiences than other CTV options." The figure links to a LinkedIn marketing blog post about Kantar research. The announcement itself provides no method, sample size, market, measurement period or definition of "other CTV options." The same 2.6x claim appeared in LinkedIn's October announcement of the Display & Video 360 route, when PPC Land noted that it came without a published method.

Why the sourcing matters

These are LinkedIn's own numbers about LinkedIn's own product, which is typical of platform launch announcements. Buyers of television advertising treat that kind of evidence with caution. In July, Jamloop reported that only 33% of 120 senior brand and agency marketers fully trusted most platform-reported CTV performance claims, with 62% showing some scepticism; Jamloop itself sells outcome-based CTV advertising.

The UK partners

Three companies are named as UK supply partners. Two of them supplied statements.

LG Channels

Ryan Afshar, Vice President, Publishers & Platforms at LG Ad Solutions, described the inventory LinkedIn advertisers will reach on LG televisions. "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," Afshar said.

LG Channels is a free, ad-supported streaming service on LG smart TVs, part of the category the industry calls FAST. The LinkedIn arrangement concerns ads within that programming. LG's home-screen ad formats follow separate commercial arrangements: in April, LG and Teads renewed an exclusivity deal for LG's CTV home-screen formats across a list of European and Asian markets that did not include the UK.

Titan OS

Titan OS is the second named platform. Joe Evea, Managing Director, UK, at Titan OS, described the company as "Europe's leading independent TV operating system, powering brands like Philips, Sharp, and JVC." The ranking is Titan OS's own description; the announcement gives no UK household or device count.

"UK professionals are already watching on Titan OS-powered TVs every day," Evea said. "Together with LinkedIn's professional targeting, B2B marketers can now reach real decision-makers there and turn the living room into a performance channel."

The Barcelona-based company has grown quickly. In March, Philips replaced Google TV with Titan OS across its 2026 television range, when Titan Ads said it reached over 30 million streaming households across Europe. Eight days before the LinkedIn announcement, on November 4, Titan OS raised $46m in equity and credit, taking its total funding to $110m and naming Philips, AOC, JVC, Vestel, Skyworth and Sharp as licensee brands.

Paramount+

Paramount+ is named in the opening paragraph but supplies no statement, and the post does not describe which Paramount+ inventory in the UK is available or how it is sold.

LinkedIn's framing

The remaining statement came from LinkedIn itself. "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," said Milka Privodanova, Vice President, International Customers, LinkedIn Marketing Solutions.

Measurement and brand safety

The help page lists three forms of Brand Lift testing for CTV ad sets. In first-party tests, the advertiser builds and reads the test in Campaign Manager. Third-party tests are described as "a personalized off-platform service for large-scale advertisers," run with LinkedIn's Measurement Analytics Partners team and outside validation firms. Hybrid tests combine the two, with a third party analysing a test set up in Campaign Manager.

For lower-funnel measurement, CTV exposure is included in conversion lift studies when a test includes campaigns with CTV ad sets, provided those ad sets meet LinkedIn's Conversion Lift Testing requirements. According to LinkedIn, this measures conversions influenced by CTV exposure alongside the other campaigns in the test.

Reach measurement runs through iSpot. According to the help page, iSpot provides "cross-channel on-target and incremental reach reporting" that compares LinkedIn's CTV campaigns against other CTV or linear TV buys. The service covers CTV Ads, CTV Select and CTV Ads via DSP, but for the DSP route it lists only The Trade Desk and Display & Video 360. Amazon DSP and Microsoft Advertising, both reported as routes in May, are not on that list. The page does not say whether iSpot reporting covers UK campaigns. In Campaign Manager, advertisers see delivery and professional demographic reporting; DSP buyers instead receive a wrap report from their LinkedIn representative.

On brand safety, LinkedIn says it has curated an inventory of publishers "meeting or exceeding industry-standard brand safety floors," and has "built first- and third-party automated and manual checks on bid requests to uphold high standards for traffic quality and safety." Advertisers can apply block lists, allow lists, IAB category exclusions and, by request, custom DoubleVerify profiles. After launch, publisher delivery reports show where ads ran in the Brand Safety & Suitability Hub. DoubleVerify's role across the network widened this year: in May, DoubleVerify extended post-bid measurement to the LinkedIn Audience Network, covering invalid traffic, viewability, brand suitability and intended geography.

Why the UK expansion matters

Since May, LinkedIn's television business has expanded mostly by adding buying routes inside the US: Amazon DSP, then The Trade Desk and Microsoft Advertising, then Google. Each step brought LinkedIn's audience data into a platform where agencies already hold budgets. Today's move is of a different kind. It adds a country rather than a buying tool, and the announcement names no DSP route for it.

For B2B marketers, the change brings a targeting key that UK television has generally lacked. Most CTV audience products segment households by demographics, viewing behaviour or purchase data. LinkedIn segments by occupation. LinkedIn has argued for some time that its members watch streaming TV heavily: research it ran with MAGNA Media Trials, released in October 2024, found that 98% of LinkedIn users watched CTV in a typical week, against 83% for linear TV. Other companies have chased the same idea. In July 2025, MNTN partnered with ZoomInfo to bring a database of 100 million business decision-makers into its self-serve CTV platform. Late last year, Intentsify's Chris Modzelewski predicted that search dollars would shift toward paid social, audio, CTV and digital out-of-home in 2026.

How much any of this contributes to revenue is hard to see from outside. Microsoft no longer discloses a separate figure for LinkedIn. In the quarter to September 30, Microsoft's Search and advertising line, which now combines LinkedIn advertising and Premium subscriptions with Bing, Edge and MSN, grew 10% to $6.55bn. The commercial effect of a UK television launch will not appear as its own line in that reporting.

Timeline

Summary

Who: LinkedIn, through its Marketing Solutions business, with UK supply partners LG (through LG Ad Solutions and its LG Channels service), Titan OS and Paramount+. Statements came from Milka Privodanova of LinkedIn, Ryan Afshar of LG Ad Solutions, Joe Evea of Titan OS and Logan Carter of Cisco, the only advertiser named.

What: LinkedIn's CTV Ads, which place video ads in streaming TV programming in front of audiences chosen by role, industry and seniority, can now target viewers in the UK. Ads run as pre-roll or mid-roll on smart TVs, streaming devices and games consoles, under a brand awareness objective with maximum delivery bidding. LinkedIn cites a Cisco result of 52% more midmarket accounts reached, a 30% lower cost per lead drawn from 2025 US and Canadian campaigns, and a 2.6x awareness advantage without a published method.

When: Today, November 12, 2026, announced on LinkedIn's pressroom. On the same day, LinkedIn's CTV Ads help page, last updated about three weeks earlier, still listed only the US and Canada as targetable markets.

Where: UK audiences, available to advertisers worldwide, joining the US and Canada. The announcement does not say whether UK targeting extends to the DSP routes or to CTV Select.

Why: LinkedIn says video increasingly shapes B2B buying, citing a figure that 81% of global B2B CMOs say it helps accelerate sales cycles. Until today, its occupation-based television targeting was limited to North America, with every external DSP route restricted to the US. The UK move is the first time the product has reached viewers outside North America.