LinkedIn is rolling out new features to help B2B marketers build their brand and engage with its community of 1 billion professionals.
Learn more: How to personalize your brand on LinkedIn
Wire program. The first initiative will be to add in-stream video ads to publishers' content. A LinkedIn spokesperson told MarTech sister site Search Engine Land:
- “The Wire program is available to advertisers globally in all languages across mobile and desktop. It is part of a pilot program in which we negotiate content sponsorships with select publishers, including Barron's, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal and Yahoo Finance. Note: As of the launch on June 5, the Wire program does not allow targeting of EU member states.”
Below are some examples of GIFs shared on LinkedIn.
Accelerate's AI capabilities have been expanded. A spokesperson said LinkedIn is “making Accelerate campaigns available globally for lead generation and website visits purposes, and will expand Accelerate to support additional campaign objectives in the future.” New features in Accelerate include:
- Microsoft Designer integration for creative customization.
- Enhanced targeting with exclusion lists.
- An AI marketing assistant for campaign guidance.
Why we care. B2B advertisers have felt neglected in the past, so this is a welcome update that will show them that AI can also be used to improve performance.
What's next? LinkedIn plans to roll out Accelerate, which includes the AI-generated English copy, to all customers globally in the coming months.
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