news: LinkedIn is capturing the interest of B2B marketers with new advertising features like video, AI-powered optimization, and seamless design capabilities.
Video Push: LinkedIn's new wire This program allows marketers to Promote in-stream video ads alongside content from trusted publishers Barron's, Bloomberg, The Wall Street Journal, etc.
- With 75% of U.S. adults spending up to two hours per day watching short videos and video uploads to LinkedIn growing 45% year-over-year, the program aligns brand messaging with premium videos that buyers are already watching frequently.
- B2B buyers want videos that drive higher engagement on LinkedIn.
- With consumers spending 55 more minutes per day watching digital video than traditional TV, brand messaging alongside compelling video content can help drive recall at the point of purchase. Advertisers can place self-serve in-stream ads in front of publishers' videos in the LinkedIn feed, which the company's analysis says are 99% brand safe.
- This follows on from LinkedIn Start of CTV advertising During April.
Acceleration Acceleration: LinkedIn is growing To accelerate The program has now been rolled out globally after first testing it in October last year, and the company says it can help advertisers create campaigns 15% more efficiently and reduce cost per action by 52% compared to traditional campaigns.
- This feature allows advertisers to create compelling ad creatives using AI integration with Microsoft Designer: Once an advertiser describes their vision, Designer can generate multiple creative options and customize them with different images and text overlays.
- Calendar Accelerate saw a more than three times increase in lead conversions and two-thirds lower cost per lead compared to regular campaigns.
- As these AI-powered tools, including AI-generated English ad copy, are rolled out globally, LinkedIn aims to provide more automated intelligence to help marketers efficiently reach and resonate with audiences across its premium publishing partners.
Why is this important: After a year of tight budgets and intense pressure to prove return on investment, B2B marketers are feeling optimistic: According to a new LinkedIn benchmarking report, nine in 10 marketers are confident they will grow revenue in the coming year.
- With only 5% of shoppers actively shopping at any one time, compelling video and AI creative capabilities can help connect and build trust with the entire buying committee. This advantage allows brands to engage with shoppers when they are actually in the buying evaluation stage.
Our take: LinkedIn's US advertising revenue is 13.9% increase This year it will reach $4.51 billion.
- Display revenue, which includes video, is projected to grow at 16%, outpacing overall growth, but could see further growth if LinkedIn continues to embrace video while staying on brand.
