Ad formats

Palo Alto Networks is the global cybersecurity leader, continually delivering innovation to enable secure digital transformation—even as the pace of change is accelerating.

Results

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.

1 million+

CTV impressions across both campaigns

36-80%

Lead form completions were 36-80% higher on warm CTV leads compared to cold audiences

69%

CTR lift in mid-funnel campaigns when users had prior CTV ad exposure

20-32%

CPMs were 20-32% below industry 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.

We love running campaigns on LinkedIn because of the compounding effects of our efforts. Users exposed to our highest-level brand campaigns on LinkedIn have a significantly higher CTR and lead form completion rate when exposed to one of our solution campaigns within 7 days than cold audiences.”

Elena Salazar

Palo Alto Networks

LinkedIn’s strong partnership, customer support, and unparalleled audience insights/reporting have been critical to our success on the platform.”

Elena Salazar

Palo Alto Networks

Elena Salazar 1
Elena Salazar 2

Palo Alto Networks provides powerful, consistent security, no matter where users, applications, and devices are located. Plus, with AI-powered threat prevention and task automation, it also enables you to stop attacks in real time while reducing operational complexity.

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Headquarters
Santa Clara, CA

No. of Employees
13,000+

Industry
Network Security
Cybersecurity
Cloud Computing