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.

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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.
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