Connecting Professional Intent with Personal Engagement: A LinkedIn and Spectrum Reach B2B Marketing Collaboration

This opportunity was the focus of a conversation at the recent CTV Connect 2025 event in New York City where Spectrum Reachamp8217s GVP of National Sales Dan Callahan joined Ramon Vinluan Sales Director at LinkedIn Marketing Solutions in a panel to discuss how their companies are working together to bridge the gap between professional digital platforms and premium CTV content for B2B advertisersReaching DecisionMakers Where They Work and Where They WatchSpectrum Reach and LinkedIn are combining LinkedInamp8217s vast professional audience data with Spectrum Reachamp8217s expansive CTV inventory enabling B2B marketers to connect with decisionmakers where professional intent meets personal engagementOn LinkedIn advertisers can precisely target professionals by criteria including job title industry seniority and company size reaching audiences in a highintent workfocused mindset However professionals donamp8217t stop consuming media at the end of the workday which means B2B marketers often miss out on valuable opportunities to target decisionmakers across platformsSpectrum Reach with access to 30 million addressable households and more than 450 streaming networks and publishers provides the scale and premium content environment needed to extend the reach of professional decision makers into the living room where viewers may be more relaxed and receptiveamp8220The lines between professional and personal media consumption are blurring amp8220 Callahan said amp8220B2B marketers who can navigate that continuum with cohesive messaging will build stronger more lasting connections with the audience theyamp8217re aiming to reachamp8221Measuring CrossPlatform ImpactAdvertisers are increasingly demanding clear verifiable measurement that shows how each platform contributes to campaign performance both in isolation and in concertThrough partnerships with Ispot and other measurement solutions Spectrum Reach and LinkedIn are delivering on those expectations Advertisers gain insights into incremental reach frequency and comparative response rates across both environments bringing clarity to how digital and CTV campaigns reinforce each otheramp8220At the end of the day itamp8217s not just about impressions itamp8217s about outcomesamp8221 Callahan said amp8220That requires sophisticated measurement frameworks that can track real business impacts across multiple screensamp8221THE FUTURE OF CROSSPLATFORM COLLABORATIONThis collaboration between Spectrum Reach and LinkedIn is more than just a case study in B2B marketing Itamp8217s a proof of concept for how datadriven audience intelligence and premium scalable inventory can come together in a privacyfocused way to unlock smarter more effective crossplatform strategies Callahan addedamp8220By aligning LinkedInamp8217s professional audience data with Spectrum Reachamp8217s premium inventory this approach allows advertisers to connect with consumers across screens in a cohesive privacycompliant wayamp8221 he said amp8220As brands and agencies explore other strategic data partnerships whether based on lifestyle purchase behavior or geography the potential for innovation only grows This is just the beginningamp8220To watch the full conversation and learn more about how Spectrum Reach is helping brands and agencies push the boundaries of crossplatform marketing go tohttpswwwspectrumreachcomarticlesconnectingaudienceswheretheyareClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Connecting Professional Intent with Personal Engagement: A LinkedIn and Spectrum Reach B2B Marketing Collaboration

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