CrushPress.AI

Tag: CTV

  • Unlock Professional Reach: LinkedIn Targeting on Microsoft CTV

    Unlock Professional Reach: LinkedIn Targeting on Microsoft CTV

    I was excited to hear that Microsoft Advertising is now expanding LinkedIn profile targeting to connected TV campaigns. This update offers advertisers like me a fresh opportunity to engage professional audiences by integrating LinkedIn data with streaming inventory.

    Navah Hopkins, the Product Liaison, unveiled this development at the SEM Stories event on May 14. It’s a game-changer for us in the advertising space.

    Why I care. Microsoft stands out by offering unique access to LinkedIn audience data. Extending these capabilities to connected TV formats that previously lacked such precise professional targeting is a big deal in an expanding digital advertising landscape.

    For B2B advertisers like myself, this integration bridges the critical gap between brand exposure and measurable performance.

    What’s new. According to Hopkins, we can now target CTV audiences by leveraging LinkedIn profile attributes that reflect users’ professional roles, which is a fantastic addition.

    This means I can engage with viewers based on:

    • Industry
    • Job function
    • Company category
    • Professional identity signals

    Hopkins framed this feature as an avenue to create meaningful audience lists, moving beyond mere click-based intent signals.

    The bigger picture. This announcement aligns with Microsoft’s broader goal to offer AI-driven, audience-centric advertising experiences.

    Hopkins emphasized the merging of brand and performance marketing, noting how AI is reshaping traditional marketing funnels.

    Connected TV is at the core of this evolving conversation. Historically a branding-heavy channel, CTV often lacked the attribution robustness of search or shopping campaigns. LinkedIn-based targeting could make such campaigns more strategic for those of us who prioritize performance while requiring precise audience control.

    This update also bolsters Microsoft’s standing against competitors in both the streaming and B2B advertising sectors.

    What to watch. There are still questions regarding market availability, measurement capabilities, the granularity of LinkedIn audience segmentation in CTV, and privacy or compliance considerations for professional audience targeting.

    Nonetheless, this advancement offers Microsoft a new edge in the crowded CTV market, allowing advertisers like me to achieve increased audience precision without compromising on scale.

    Inspired by this post on Search Engine Land.

    crushpress.ai community screenshot
  • Why 80% of PMax Advertisers Are Embracing CTV Ads

    Why 80% of PMax Advertisers Are Embracing CTV Ads

    As someone who watches the advertising landscape closely, I find it fascinating how quickly things have changed. It’s incredible to note that eight out of ten Performance Max advertisers are now receiving connected TV (CTV) impressions via YouTube. This shift, as highlighted by Mike Ryan from Smarter Ecommerce, shows how Google has significantly expanded the reach of this channel. The pace of change is continuing to accelerate.

    Let me walk you through how we got to this point. In Q2 2025, Google began serving CTV ads using standard product feed images. This meant that even advertisers without video assets began generating TV impressions simply from their existing catalog photos. Then, in January 2026, Google announced shoppable CTV ads. Now, viewers can browse products and even purchase directly from their TV screens using QR codes that link to the Google Merchant Center product feeds.

    As someone invested in digital advertising, I care a lot about these changes. CTV is no longer a niche investment. If you’re running Performance Max, chances are you’re already on the big screen, and Google has been ramping up what this means for commerce. They’re automatically turning your product feed images into TV ads and allocating your budget to CTV impressions without needing action on your part.

    Without actively checking your channel performance breakdown, you could be unaware of where your budget is going or whether the auto-generated creatives are appealing enough for a 65-inch screen. Here’s what I recommend advertisers do right now:

    Firstly, pull your Channel Performance report. Google’s native channel breakdown will give you a clear picture of how much of your PMax spend and impressions are directed toward CTV. You might be surprised by the findings.

    Next, audit your feed images. Since Q2 2025, these product photos are being used automatically to create CTV ads. Images that worked well in a Shopping context might not translate perfectly to a 65-inch TV, so it’s essential to clean them up.

    ```json { "alt": "Chart showing an increase in PMax advertisers with CTV impressions from Jan 2023 to Oct 2025.", "caption": "PMax advertisers are seeing a surge in Connected TV (CTV) impressions, with notable growth from early 2023 to late 2025.", "description": "The image displays a line graph illustrating the rise in the percentage of PMax advertisers receiving CTV impressions from January 2023 to October 2025. It highlights key trends such as the introduction of CTV ads by Google in Q2 2025 and the announcement of shoppable CTV ads earlier in the year. Data source: smarter-ecommerce.com, gathered from 926 Google Ads accounts in the ecommerce sector." } ```

    Furthermore, check if shoppable CTV applies to you. If your campaigns are linked to a Merchant Center feed, they might already qualify for shoppable CTV formats. Google reports that Demand Gen campaigns including TV screens have driven 7% more conversions while maintaining the same ROI. Understanding whether this inventory benefits you or is just wasted is vital.

    Finally, consider the creative aspect. Using feed images as CTV ads should be seen as a starting point, not the end goal. Advertisers who develop purpose-built video assets specifically for TV screens will undoubtedly have an advantage over those who rely on auto-generated formats.

    Looking at the bigger picture, YouTube CEO Neal Mohan recently confirmed that TV has now surpassed mobile as the primary device for YouTube viewing in the United States by watch time. YouTube continues to be the number one streaming platform in the U.S. for the second year in a row. Many PMax advertisers are already taking part in this large-scale shift. However, the real question is whether they’re doing so intentionally or just following the current trends blindly.

    For those like me who want to dive deeper into this topic, I recommend checking out the article “YouTube Viewing on TV Now Surpasses Mobile, Desktop in U.S.” for more insights.

    Inspired by this post on Search Engine Land.

    crushpress.ai community screenshot