LinkedIn, the world’s largest professional networking platform is set to introduce video advertising as one of its Sponsored Content and company pages formats.
SOCIAL MEDIA NEWS: LinkedIn rolls out video for Company Pages and Sponsored Content https://t.co/ZClFAoG4dD
— Grandesco (@grandesco) March 30, 2018
Prior to this update, the only way advertisers could incorporate videos was to link to other websites. But now, the Microsoft-owned network is rolling out a native ad format, where video ads will appear as standalone posts in the feed.
According to the Network’s Product Manager, Phil Spitzer, in a blog post yesterday, this product will be rolled out to all businesses in the next few weeks.
How Would this Work?
This video ads are designed to play automatically, though with the sounds turned off initially (i.e viewers can turn on the sounds if interested). This update will allow businesses “use sight, sound and motions to tell more compelling stories” on its platform.
The ads can be utilized to build brand awareness or direct viewers to the advertisers’ desktop or mobile website, or even be used to collect leads. Also, advertisers can make use of LinkedIn’s ad targeting and conversion tracking capabilities.
With the LinkedIn tracking pixel implemented, advertisers can measure the number of leads, sign-ups, website visits, and other actions that the video ads generate.
RT LinkedInMktg: We're going all-in on B2B video. Introducing video ads for LinkedIn Sponsored Content: https://t.co/gH6k456ToU pic.twitter.com/H910oXjjmf
— Pooja Agrawal (@PoojaAgrwal783) March 29, 2018
According to LinkedIn, it says it’s been testing the format with more than 700 advertisers since October, and the videos have been helping marketers deepen engagement with their brands.
On average, LinkedIn members spend almost 3x more time watching video ads compared to time spent with static Sponsored Content. Compnies can now promote not only their products and services, but also their company mission, customer success stories, and leadership content.
The company also said it has signed an agreement with Oracle’s Moat to offer third-party video measurement and viewability, and intend to make these services available to customers later this year.
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