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 see 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.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.