LinkedIn Unveils Updates for Event Ads and AI Campaign Features 

LinkedIn has introduced new advertising options aimed at helping marketers leverage the growing popularity of video content on the platform, along with enhancements to its automated campaign creation process. 

First off, LinkedIn’s rolling out  some new updates for its Live Event Ads, offering businesses more opportunities to showcase their promotions during live-stream broadcasts on the platform.

As per LinkedIn:

“With Live Events on LinkedIn up by 14.4% in the past year, we’re continuing to help marketers maximize their event strategy with new Live Event Ads features.”

The latest updates feature a new option to promote a member’s post about the Live Event hosted by your Company Page through “Thought Leader Ads.” These promotions will link directly to your event, allowing you to highlight user posts and increase interest and targeting.

Additionally, brands hosting a live event can share a “sneak peek” of their broadcast, with targeted users receiving a 30-second video in their feed during or after the event.

This could help generate more interest by clearly showcasing what your event entails, effectively engaging users who may have previously shown interest. LinkedIn is also introducing additional targeting options during the event setup process, allowing you to reach a more specific audience with your event promotions. 

Continuing with its focus on video, LinkedIn is also expanding its “Wire” program, which allows brands to run in-stream video ads alongside content from trusted publishers on the platform.

Originally available to select partners in the U.S., LinkedIn is now extending its Wire offering to brands in the EU, providing marketers with another avenue to capitalize on the popularity of in-stream video content. 

LinkedIn reports that 63% of B2B buyers believe short-form social video content influences their purchasing decisions. As a result, LinkedIn is placing greater emphasis on this aspect by introducing a new video tab in the app. Additionally, the platform notes that video uploads have risen by 34% year-over-year, and this expansion will offer brands another opportunity to engage with this trend. 

LinkedIn originally collaborated with Barron’s, Bloomberg, Business Insider, Forbes, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo Finance for its Wire program. There has been no announcement yet regarding the potential expansion to include more EU-specific publishers following this update.

Lastly, LinkedIn is also introducing updates to its “Accelerate” automated campaign creation experience. Originally launched in limited testing last October, then expanded to more ad partners in July, LinkedIn’s Accelerate ad option utilizes AI to effectively automate the entire campaign creation process.

LinkedIn reports that brands utilizing Accelerate campaigns have significantly lowered their cost-per-action. Now, LinkedIn is adding more options to accommodate a wider variety of ad types. 

“Starting this quarter, marketers can include a video or document ad, like an eBook, whitepaper or customer testimonial, in addition to a single-image, when creating an advertising campaign with Accelerate. We’re also beginning to introduce new campaign objectives for Accelerate, including brand awareness, engagement, website conversions, and video views.”

You will now have additional ways to take advantage of LinkedIn’s fully automated campaigns, potentially offering greater value and utility. 

LinkedIn states that all the new formats and objectives will be gradually rolled out in the coming months. These useful updates correspond to the areas where LinkedIn is experiencing notable engagement growth. 

The new features provide more opportunities that could help you explore new avenues for your campaigns.

Source: Social Media Today

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