LinkedIn has finally jumped on the video ad bandwagon with native ads for sponsored content. LinkedIn began its beta-testing video for sponsored content last October, and more than 700 brands including GE and Phillips have already started to utilize this new feature to promote their company on the LinkedIn company pages. Just like Facebook and Twitter, the addition of the native ads will be available on LinkedIn’s news feed as stand-alone posts.
According to LinkedIn, more than 46% of B2B advertisers mentioned that finding a quality environment to reach and engage the audience with video is a top challenge. With the LinkedIn Sponsored Content feature, it will make B2B video marketing a little easier to work “across the funnel”. First, this will help brands build brand awareness with business professionals by telling rich brand stories across the platform, generating high-quality traffic on their desktops and mobiles. Also, sponsored video ads will offer brands the same targeting option as other LinkedIn ads by targeting traits such as company name, industry, job title, skills, etc. Furthermore, marketers will be able to measure the impact of the video campaign through Matched Audience and the Conversion Tracking tool to understand your audience.
This will be a great opportunity for B2B marketers to create a conversation about their brands, engage with the right audience, and attract talented professionals to their company.
References
Cohen, D. (2018, March 28). LinkedIn is making in-feed video ads available to all companies soon. Adweek. Retrieved from http://www.adweek.com/digital/linkedin-is-making-in-feed-video-ads-available-to-all-companies-soon/
Cohen, D. (2017, October 12). Video ads are finally coming to LinkedIn. Adweek. Retrieved from http://www.adweek.com/digital/video-ads-are-finally-coming-to-linkedin/
Elkin, T. (2017, February 9). Native video is on a growth trajectory. Native Insider. Retrieved from https://www.mediapost.com/publications/article/294646/native-video-is-on-a-growth-trajectory.html
Liyakasa, K. (2018, March 29). LinkedIn makes in-feed video ads generally available and enhances measurement. Ad Exchanger. Retrieved from https://adexchanger.com/ad-exchange-news/linkedin-makes-in-feed-video-ads-generally-available-and-enhances-measurement/
Spitzer, P. (2018, March 29). LinkedIn goes all-in on B2B video. LinkedIn. Retrieved from https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2018/linkedin-goes-all-in-on-b2b-video