LinkedIn has announced new features for site advertisers as they continue to calibrate their products in response to the COVID-19 pandemic.
In addition to the virtual engagement tools recently released (polls and video chat), the offerings for advertisers include brand safety integrations for the LinkedIn Audience Network and retargeting capabilities tied to video ads and lead generation forms.
According to the Senior Director of Product for LinkedIn Marketing Solutions, Abhishek Shrivastava, “these things matter in terms of driving your [marketing] investment further.”
The retargeting feature allows advertisers to create targeted ads specifically to users who watched 25, 50, 75 or 100% of their video ads. It also targets users who open or submit a lead generation form.
Since site advertisers are primarily marketing on a business-to-business scale, it usually takes longer to convert prospects into sales. According to Shrivastava this allows for a tailored “journey to carry your target audiences through.”
LinkedIn Audience Network is a way for advertisers to buy inventory on a network of mobile sites and apps beyond LinkedIn itself, but still using their demographic data to broadcast Sponsored Content. It was launched in 2017 and the company claims it scales your message with up to 25% more reach.
LinkedIn now reports that they have expanded their network and includes Flipboard, Microsoft News and MSN.com (LinkedIn is owned by Microsoft) and says it could add 9x more monthly touchpoints with some of their members. This feature also allows export and download of a CSV file from Campaign Manager that provides all of the campaign details and metrics for LinkedIn Audience Network performance.
It has been reported that testing of these features has been underway for a few advertisers, including TOPdesk, which says it has increased conversions by 20% while lowering the cost per conversion by 24%.
LinkedIn says that it is integrating with Integral Ad Science as “an additional layer of brand protection and contextual brand safety for all ads,” to safeguard the quality of those impressions. Pixalate will “score and filter all publishers based on invalid traffic.”