Kantar partners with LinkedIn to introduce B2B ad measurement for CTV

Delhi: Kantar announced a collaboration with LinkedIn to introduce a brand lift measurement service for LinkedIn's CTV Ads. This initiative builds upon the success of In-stream Video Ads to help customers nearly triple their in-stream video completion rate and help marketers get their creative in front of the LinkedIn audience against high-quality, streaming television content on connected sets.

According to the Kantar report, marketers leveraging LinkedIn CTV Ads can benefit from brand lift measurement services through Kantar. This enables them to gain insights into how their campaigns impact brand awareness, affinity, or resonance among their target B2B audiences.

LinkedIn finds that 94% of marketers state they find it challenging to measure the success of CTV marketing campaigns. This new CTV Brand Lift test will allow marketers to measure success and make strategic decisions about future CTV campaigns.

Nicole Jones, Chief Media Commercial Lead at Kantar, stated, “Marketers are increasing their investment in CTV yet they still struggle to understand exactly how to get that ROI they are looking for across campaigns.” 

“That’s why we’re so excited to team up with LinkedIn to offer objectionable brand lift studies that provide B2B marketers with deep, actionable insights about campaign performance,” he added.

LinkedIn CTV currently engages with 105 million connected devices monthly in the US and Canada, reaching 60 million households. Kantar reported that its integration with LinkedIn will allow them to understand how their campaigns contribute to enhancing brand awareness, affinity, or resonance among their target B2B audiences.