Connected TV (CTV) is having a moment – and for good reason. It gives marketers the best of both worlds: traditional TV's reach and storytelling power combined with digital’s targeting precision and agility.

Salesforce saw the potential early on. As a company known for driving transformation, they understood that CTV could play a meaningful role in building brand awareness with business decision-makers. But even with strong creative and smart placements, one big question remained: were their ads actually reaching the right people?

“By retaining the same budget but allocating the spend differently, we found that Linkedin’s CTV Ads were 11 times more effective in reaching our audiences versus any other channel.” – Lauren Firebaugh, Sr. Director of Global Brand & Campaign Insights at Salesforce

Salesforce faced a challenge: Reducing media waste while reaching high-value decision-makers

When you’re running brand campaigns at the scale Salesforce does, reach isn’t usually the problem. But reaching the right people? That’s where things can get tricky.

Linear TV had long been a staple in Salesforce’s media strategy. It delivered broad awareness, but often at the cost of precision. With a wide net came wasted impressions, and it wasn’t always clear whether their ads were showing up for the people who actually make purchasing decisions.

The team also lacked real-time insight into performance. Without clear signals on what was working (or wasn’t) it was tough to adjust campaigns on the fly. They could spend their budget, but opportunities to refine targeting or optimize delivery were harder to act on.

On top of it all, there was an even bigger issue: Salesforce's targeting was still rooted in assumptions. The team had a strong sense of where their audience might be, but not enough data to confirm it. That made it harder to justify investment and even harder to prove impact.

To level up, Salesforce needed more than just scale. They needed clarity: insight into who they were reaching, how effectively they were doing it, and where they could do it better.

iSpot’s integration with LinkedIn offered a solution

To move from assumptions to insights, Salesforce needed a more intentional, data-driven approach to CTV. That’s where LinkedIn came in.

By tapping into LinkedIn’s Connected TV Ads – paired with real-time audience measurement from iSpot – the Salesforce team was able to reimagine how they approached TV advertising. Rather than buying based on channels or shows, they could focus directly on the people they wanted to reach: business decision-makers with real purchasing influence.

LinkedIn’s unique advantage? Professional audience data. With it, Salesforce could target with precision and confidence – no more guessing where their ideal customer might be watching. And because LinkedIn is a member-first, brand-safe environment, the team knew their ads were showing up in a trusted context, reinforcing brand credibility while driving awareness.

But targeting was only half the equation. With iSpot’s integration, Salesforce also gained visibility across CTV, linear, and digital, unlocking a more complete picture of campaign performance. They could see where their ads were hitting the mark, where they weren’t, and how CTV Ads through LinkedIn were contributing incremental reach.

Salesforce unlocked incremental reach while maximizing efficiency

Once Salesforce activated LinkedIn’s CTV Ads with iSpot Unified Measurement, the value became clear. Rather than recycling impressions, LinkedIn helped Salesforce break through to an entirely new pool of decision-makers. The platform delivered high-impact results:

70%+ of the audience reached through LinkedIn’s CTV Ads had not been previously exposed to Salesforce’s messaging via linear TV.

LinkedIn's on-target impressions were 4x higher than linear TV.

The campaign was 11x more cost-effective at reaching key business audiences compared to linear TV.

For a team focused on optimizing performance without expanding budgets, these outcomes marked a meaningful shift in measuring and achieving brand impact.

Backing up instincts with insights

What ultimately set this campaign apart wasn’t a bigger budget or flashy creative. Instead of spreading spend across the usual channels and hoping for the best, the Salesforce team leaned into insights. They reallocated resources based on actual performance, not assumptions. Then they used that intelligence to make each impression count.

A few things made the difference:

Real-time visibility meant the team could optimize while campaigns were live, not weeks later.

A unified view across CTV, linear, and digital helped them fine-tune strategy without losing momentum.

Most importantly, their message landed in front of real decision-makers: the people who mattered most to their business.

When audience insight leads, efficiency and impact follow. That’s the real win.

Want to see what smarter TV advertising looks like in action?

Read the full Salesforce case study to learn how LinkedIn CTV, powered by iSpot, helped the team cut waste, boost on-target reach, and drive meaningful brand impact.

Then, explore how LinkedIn Connected TV can help you reach the audiences that matter most — on the biggest screen in the house.

Connected TV (CTV) is having a moment – and for good reason. It gives marketers the best of both worlds: traditional TV's reach and storytelling power combined with digital’s targeting precision and agility.

Salesforce saw the potential early on. As a company known for driving transformation, they understood that CTV could play a meaningful role in building brand awareness with business decision-makers. But even with strong creative and smart placements, one big question remained: were their ads actually reaching the right people?

“By retaining the same budget but allocating the spend differently, we found that Linkedin’s CTV Ads were 11 times more effective in reaching our audiences versus any other channel.” – Lauren Firebaugh, Sr. Director of Global Brand & Campaign Insights at Salesforce

Salesforce faced a challenge: Reducing media waste while reaching high-value decision-makers

When you’re running brand campaigns at the scale Salesforce does, reach isn’t usually the problem. But reaching the right people? That’s where things can get tricky.

Linear TV had long been a staple in Salesforce’s media strategy. It delivered broad awareness, but often at the cost of precision. With a wide net came wasted impressions, and it wasn’t always clear whether their ads were showing up for the people who actually make purchasing decisions.

The team also lacked real-time insight into performance. Without clear signals on what was working (or wasn’t) it was tough to adjust campaigns on the fly. They could spend their budget, but opportunities to refine targeting or optimize delivery were harder to act on.

On top of it all, there was an even bigger issue: Salesforce's targeting was still rooted in assumptions. The team had a strong sense of where their audience might be, but not enough data to confirm it. That made it harder to justify investment and even harder to prove impact.

To level up, Salesforce needed more than just scale. They needed clarity: insight into who they were reaching, how effectively they were doing it, and where they could do it better.

iSpot’s integration with LinkedIn offered a solution

To move from assumptions to insights, Salesforce needed a more intentional, data-driven approach to CTV. That’s where LinkedIn came in.

By tapping into LinkedIn’s Connected TV Ads – paired with real-time audience measurement from iSpot – the Salesforce team was able to reimagine how they approached TV advertising. Rather than buying based on channels or shows, they could focus directly on the people they wanted to reach: business decision-makers with real purchasing influence.

LinkedIn’s unique advantage? Professional audience data. With it, Salesforce could target with precision and confidence – no more guessing where their ideal customer might be watching. And because LinkedIn is a member-first, brand-safe environment, the team knew their ads were showing up in a trusted context, reinforcing brand credibility while driving awareness.

But targeting was only half the equation. With iSpot’s integration, Salesforce also gained visibility across CTV, linear, and digital, unlocking a more complete picture of campaign performance. They could see where their ads were hitting the mark, where they weren’t, and how CTV Ads through LinkedIn were contributing incremental reach.

Salesforce unlocked incremental reach while maximizing efficiency

Once Salesforce activated LinkedIn’s CTV Ads with iSpot Unified Measurement, the value became clear. Rather than recycling impressions, LinkedIn helped Salesforce break through to an entirely new pool of decision-makers. The platform delivered high-impact results:

70%+ of the audience reached through LinkedIn’s CTV Ads had not been previously exposed to Salesforce’s messaging via linear TV.

LinkedIn's on-target impressions were 4x higher than linear TV.

The campaign was 11x more cost-effective at reaching key business audiences compared to linear TV.

For a team focused on optimizing performance without expanding budgets, these outcomes marked a meaningful shift in measuring and achieving brand impact.

Backing up instincts with insights

What ultimately set this campaign apart wasn’t a bigger budget or flashy creative. Instead of spreading spend across the usual channels and hoping for the best, the Salesforce team leaned into insights. They reallocated resources based on actual performance, not assumptions. Then they used that intelligence to make each impression count.

A few things made the difference:

Real-time visibility meant the team could optimize while campaigns were live, not weeks later.

A unified view across CTV, linear, and digital helped them fine-tune strategy without losing momentum.

Most importantly, their message landed in front of real decision-makers: the people who mattered most to their business.

When audience insight leads, efficiency and impact follow. That’s the real win.

Want to see what smarter TV advertising looks like in action?

Read the full Salesforce case study to learn how LinkedIn CTV, powered by iSpot, helped the team cut waste, boost on-target reach, and drive meaningful brand impact.

Then, explore how LinkedIn Connected TV can help you reach the audiences that matter most — on the biggest screen in the house.