LinkedIn is rolling out new ad features to capitalize on growing video engagement and streamline campaign creation.
What’s new:
Live Event Ads updates –
“Thought Leader Ads” to promote members’ posts about company-hosted events
30-second “sneak peek” videos of live broadcasts
Enhanced targeting options for event promotions
Wire program expansion –
In-stream video ads now available to EU brands
Previously limited to select U.S. partners
Accelerate automated campaign enhancements –
Addition of video and document ad options
New campaign objectives including brand awareness and video views
Why we care. These new ad options offer enhanced targeting capabilities, tap into the growing trend of video consumption on the platform, and provide more efficient ways to create and optimize campaigns, potentially leading to improved ad performance, better audience engagement, and more cost-effective results for B2B marketing efforts.
These updates could help marketers reach more targeted audiences and leverage the platform’s increasing video consumption.
By the numbers:
Live Events on LinkedIn up 14.4% in the past year
63% of B2B buyers say short-form social video content informs buying decisions
Video uploads increased 34% year-over-year
Between the lines: LinkedIn is betting big on video content to drive engagement and ad revenue.
What they’re saying: LinkedIn reports that brands using Accelerate campaigns have seen significant reductions in cost-per-action.
What’s next: LinkedIn will roll out new formats and objectives for Accelerate campaigns over the coming months.
The bottom line: These updates offer marketers more ways to tap into LinkedIn’s growing video engagement and automate their ad campaigns.