LinkedIn Expands Video Ad Options and Enhances Automated Campaigns

LinkedIn has announced an expansion of its video ad options and enhancements to its automated campaign features, aimed at leveraging the increasing engagement with video content on the platform. These updates are designed to streamline the ad creation process for marketers and improve targeting capabilities.

Key Updates

Live Event Ads Enhancements

One of the most exciting features is the introduction of “Thought Leader Ads,” which allow companies to promote user-generated posts related to their events. This not only helps in boosting visibility but also builds credibility as potential attendees see authentic content from peers.

In addition, LinkedIn has added 30-second sneak peek videos to give potential attendees a preview of live broadcasts. These engaging previews can entice more users to attend events, tapping into the power of short-form video content.

Moreover, enhanced targeting options have been implemented specifically for promoting events, making it easier for businesses to reach their desired audience. With the right targeting, businesses can now attract relevant attendees and maximize their event impact.

Expansion of In-stream Video Ads

The Wire program, which allows brands to run in-stream video ads alongside trusted publisher content, is now available to brands in the EU, expanding from its previous U.S.-only availability. This strategic move aims to tap into the growing influence of video content on B2B purchasing decisions.

By placing ads in a trusted environment, brands can enhance their credibility and drive higher engagement. The expansion to the EU marks an important step in broadening the reach of LinkedIn Video Ads, allowing advertisers to engage with audiences across different regions effectively.

Automated Campaign Improvements

LinkedIn has also updated its Accelerate campaign feature to include options for video and document ads, allowing for a broader range of creative formats. This flexibility enables marketers to leverage various content types, enhancing their campaigns.

New campaign objectives have been introduced, including those focused on brand awareness and video views, enabling marketers to tailor their campaigns more effectively. By aligning ad formats with specific objectives, businesses can create more impactful and relevant campaigns.

Impact on Marketers

These updates are significant as they respond to the rising trend of video consumption among users. LinkedIn reports that:

• Live events on the platform have increased by 14.4% in the past year.
• 63% of B2B buyers state that short-form social video content influences their purchasing decisions.
• Video uploads have risen by 34% year-over-year.

By enhancing targeting capabilities and streamlining the ad creation process, LinkedIn’s new features are expected to improve ad performance and audience engagement, making it easier for B2B marketers to connect with potential customers.

Future Developments

Looking ahead, LinkedIn plans to continue rolling out new formats and objectives for its automated campaigns over the coming months. This strategic focus on video content is part of LinkedIn’s broader effort to drive engagement and increase ad revenue through innovative advertising solutions.

In a competitive marketplace, adopting effective video marketing strategies will be crucial for brands looking to differentiate themselves and capture the attention of their target audience.

Summary

With these enhancements, LinkedIn is positioning itself as a leader in video advertising within the B2B space. The integration of video ads not only enhances user experience but also provides advertisers with tools to create more effective campaigns.

For businesses seeking to make the most of these updates, partnering with a digital marketing agency like Digilogy can help navigate these changes. With expert knowledge in automated advertising on LinkedIn, Digilogy is well-equipped to assist brands in leveraging these new features effectively. Contact Digilogy today to elevate your LinkedIn advertising strategy!