LinkedIn has launched its own connected TV (CTV) adverts and Live Event ads to help companies reach decision-makers and build their brands.

The move also helps marketers capitalise on the rise of video consumption both on and off the social media platform.

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As a result, advertisers can add CTV to their LinkedIn campaigns through a network of partners including Paramount, Roku and Samsung Ads.

Meanwhile, LinkedIn Live Event Ads will enable businesses to target and promote their live events before, during, and after it takes place.

This comes as according to data by the social media giant, the number of professionals viewing events on LinkedIn has grown by 34% year-over-year.

As a result, the move enables companies to reach the right people and deepen relationships by dynamically engaging with prospective buyers.

In addition to introducing LinkedIn CTV and Live Ads, the platform is also partnering with NBCUniversal to introduce LinkedIn Premiere, a new managed offering in Campaign Manager.

This helps users target decision-makers in the United States across NBCUniversal’s premium streaming content on CTV.

LinkedIn UK, Head of Enterprise Solutions, Tunji Akintokun, said: “We’re always considering new ways to reach engaged decision-makers across our community of one billion professionals on LinkedIn.

“With only 5% of buyers in-market for a new purchase at any given time, it’s imperative for companies to consistently engage their audience in creative ways across multiple channels – from live events to video ads – to ensure their brand is memorable when it’s time to buy.”

Akintokun added: “With the introduction of Live Event Ads, brands can share their live event with the right people, nurture an online community, and build their brand with decision-makers. This ad format offers brands the opportunity to create an authentic, two-way dialogue with audiences, to bolster trust and reputation.”