LinkedIn is set to revolutionize its advertising landscape by introducing new video ad options and upgrading its automated campaign features. This strategic move comes as the platform seeks to capitalize on the surging interest in video content among users while streamlining the ad creation process for marketers.
What’s New?
Among the exciting updates are enhancements to Live Event Ads, including the introduction of “Thought Leader Ads.” These ads promote posts by members about company-hosted events, effectively increasing visibility. Additionally, users can now incorporate 30-second “sneak peek” videos of live broadcasts and benefit from enhanced targeting options for event promotions.
Moreover, LinkedIn is expanding its Wire program, allowing in-stream video ads for brands across the EU. Previously, this feature was limited to select U.S. partners, marking a significant expansion for advertisers in Europe.
Accelerating Campaign Efficiency
The enhancements to automated campaigns are also noteworthy. Advertisers can now include video and document ad options while setting new campaign objectives focused on brand awareness and video views. These advancements aim to boost audience engagement and streamline the ad creation process, making it easier for marketers to optimize their campaigns.
Why It Matters
As video consumption on LinkedIn continues to rise, Live Events are up 14.4% in the past year. These new features could provide marketers with the tools they need to better connect with their audiences. With 63% of B2B buyers reporting that short-form social video content influences their purchasing decisions, LinkedIn’s focus on video is both timely and relevant.
What’s Next?
Looking ahead, LinkedIn plans to roll out additional ad formats and objectives for its Accelerate campaigns in the coming months, aiming to drive even greater engagement and ad revenue.