LinkedIn Ads New Formats and Features Unveiled to Enhance Marketing Strategies

LinkedIn has recently announced a series of new advertising formats and features aimed at enhancing the marketing capabilities for businesses. These updates include the introduction of Connected TV (CTV) ads, Document Ads, and a Brand Safety Hub, among others, designed to help marketers effectively reach their target audiences across various platforms.

Key Takeaways

• Introduction of CTV ads for B2B campaigns.
• Launch of Document Ads for promoting long-form content.
• New Brand Safety Hub for managing ad placements.
• Integration of offline conversion data for better campaign measurement.
• Enhanced tools for live event promotions.

Introduction of CTV Ads

LinkedIn has launched CTV ads, allowing marketers to incorporate advertisements on connected TV platforms into their B2B campaigns. This feature enables advertisers to reach a broader audience through partnerships with major networks such as Paramount, Roku, and Samsung Ads. The CTV ads are designed to engage potential customers consistently, as only a small percentage of buyers are actively in the market at any given time.

Marketers can easily set up CTV campaigns through LinkedIn’s Campaign Manager, selecting specific objectives and target audiences based on various attributes such as company size and seniority.

Document Ads for Long-Form Content

Another significant addition is the Document Ads feature, which allows advertisers to promote long-form documents directly in user feeds. This format provides a preview of the document, enticing users to download the full content. Advertisers can also include lead-gen forms to gather insights about interested users, enhancing engagement and response rates.

Brand Safety Hub

To address concerns about ad placements, LinkedIn has introduced a Brand Safety Hub. This tool enables advertisers to manage their Audience Network placements by creating custom allow and block lists. Advertisers can review the list of publishers within the Audience Network and apply their own brand suitability settings, ensuring that their ads appear in contexts that align with their brand values.

Offline Conversion Data Integration

LinkedIn has also integrated offline conversion data into its advertising process. This feature allows marketers to connect offline conversions, such as in-person transactions or phone calls, directly to their LinkedIn campaigns. By uploading CSV files or using LinkedIn Marketing Partners, advertisers can enhance their campaign measurement and optimisation efforts.

Live Event Ads

In response to the growing popularity of virtual events, LinkedIn has introduced Live Event Ads. This feature enables businesses to promote their live events before, during, and after they occur, helping to boost registration and engagement with potential attendees. With a reported 34% year-over-year increase in professionals viewing events on LinkedIn, this tool is poised to enhance brand visibility and audience interaction.

Conclusion

With these new ad formats and features, LinkedIn is positioning itself as a powerful platform for B2B marketing. The introduction of CTV ads, Document Ads, and enhanced brand safety measures, along with the integration of offline conversion data, provides marketers with innovative tools to effectively engage their target audiences and drive measurable results. As businesses continue to adapt to the evolving digital landscape, these updates are likely to play a crucial role in shaping their marketing strategies.

Sources

• LinkedIn introduces CTV ads for B2B campaigns, Search Engine Land.
• LinkedIn Launches New ‘Brand Safety Hub’ to Manage Audience Network Placements, Social Media Today.
• LinkedIn Launches ‘Document Ads’, Offline Conversion Data Integration and More, Social Media Today.
• LinkedIn unveils CTV and Live Event Ads for marketers – Mobile Marketing Magazine, Mobile Marketing Magazine.
• LinkedIn Ads rolling out generative AI, new ad formats, Search Engine Land.