Palo Alto Networks piloted two LinkedIn CTV campaigns for their priority solution areas, cloud security and network security. The campaigns accelerated the progression of awareness to conversion, beating click-through benchmarks.
Objective
Palo Alto Networks aimed to use LinkedIn’s cutting-edge ad functionality and granular targeting to increase form completions and boost awareness of their priority solution areas: cloud security and network security.
Approach
Palo Alto Networks ran 15- and 30-second CTV video ads on channels like CNN and Hulu, targeting IT decision-makers in the US and Canada. Warmed users were then invited to download a gated ebook or industry report via mid-funnel retargeting document ads.
Success Factors
- Targeting: Demographic insights and granular targeting enabled
Palo Alto Networks to connect with audiences based on job title and employment.
- Retargeting: Built a hyper-targeted, multi-stage, and multi-channel funnel all within LinkedIn’s Campaign Manager.
- Data Analysis: Tested and tracked campaign performance across every asset, improving and refining for better results.
