What happened
LinkedIn is expanding its Connected TV (CTV) advertising offering to the United Kingdom, following a staged US rollout that began in April 2024 and became widely available in the US and Canada in 2025. The UK launch brings LinkedIn's professional audience targeting—based on job role, industry, and seniority—to CTV, allowing advertisers to reach UK decision-makers watching ad-supported streaming content. LinkedIn has partnered with LG and Titan OS for the initial UK offering, available to all advertisers. The company emphasizes full-funnel benefits, claiming that people exposed to a brand's CTV ad cost 30% less to convert into leads. Cisco's case study reported 52% incremental reach, 141% higher lead form completion rates, and 35% higher click-through rates. However, questions remain about cost and targeting accuracy, with Accuracast noting significantly higher pricing than other CTV providers. LinkedIn is also investing in revenue and pipeline attribution and incrementality testing to improve CTV measurement.
Key facts & figures
- ·LinkedIn launched its CTV ads offering in the UK on November 12, 2026.
- ·UK CTV ads are powered by LinkedIn's professional audience targeting based on job role, industry, and seniority.
- ·LinkedIn partnered with LG and Titan OS for UK CTV distribution.
- ·LinkedIn claims people exposed to CTV ads cost 30% less to convert into sales leads.
- ·Cisco's case study reported 52% incremental reach and 141% higher lead form completion rates from LinkedIn CTV ads.
Why it matters — our perspective
LinkedIn's expansion of its B2B CTV ads to the UK marks a significant move in the growing convergence of professional targeting and streaming video advertising, potentially setting trends for B2B video strategies.
Key questions for investors and operators
When evaluating transactions, technology stacks, or commercial partnerships in this space, we recommend looking closely at three questions:
Companies & platforms involved
LinkedIn is expanding its CTV ads to the UK, with professional audience targeting and partnerships with LG and Titan OS.
LinkedIn has partnered with LG for its UK CTV ads offering.
LinkedIn has partnered with Titan OS for its UK CTV ads offering.
Cisco tested LinkedIn's CTV targeting and saw 52% incremental reach, 141% higher lead form completion rates, and 35% higher click-through rates.
Accuracast evaluated LinkedIn's CTV offering in the US and found pricing significantly higher than other direct CTV providers.