LinkedIn is rolling out new features to help B2B marketers build their brand and engage with its community of 1 billion professionals.
Wire program. The first initiative will be to add in-stream video ads to publishers' content. A LinkedIn spokesperson told 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
Initial results:
- Advertisers who use Accelerate create campaigns 15% more efficiently.
- It also has a 52% lower cost per action compared to traditional campaigns.
- LinkedIn video uploads up 45% year over year
Why we care. B2B advertisers have felt neglected in the past, so this is a welcome update that other big tech companies have not done much to show advertisers that AI can also be used to improve results.
What's next? LinkedIn plans to roll out Accelerate, which includes the AI-generated English copy, to all customers globally in the coming months.
What they are saying. Sean Johnston, vice president of advertising at Closed Loop, noted that lead form completion rates increased threefold and cost per lead dropped by 66%.
- “Accelerate Campaigns far surpassed the lead conversion performance of our best-performing manual audience.”
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About the Author
Anu Adegbola is Search Engine Land's Paid Media Editor. From 2024. She Paid search, paid social, retail media, video and more.
In 2008, Anu's career took off.
You will develop strategies, maximize ROI, automate repetitive processes and drive efficiency across all parts of the marketing department through leadership across agencies, clients and marketing technology to execute digital marketing campaigns (primarily but not limited to paid search).
In addition to editing articles for Search Engine Land, she is the founder of PPC Live, a PPC networking event. The weekly podcast PPCChat Roundup, andRAND Evangelist at ClickTech.
She is also an international speaker and has spoken on stage at SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, and AdWorld Experience (Bologna).
