LinkedIn expands video ad options and enhances automated campaigns

LinkedIn is rolling out new ad features to capitalize on growing video engagement and streamline campaign creation.

What’s new:

Live Event Ads updates –

• “Thought Leader Ads” to promote members’ posts about company-hosted events.
• 30-second “sneak peek” videos of live broadcasts.
• Enhanced targeting options for event promotions.

Wire program expansion –

• In-stream video ads now available to EU brands.
• Previously limited to select U.S. partners.

Accelerate automated campaign enhancements –

• Addition of video and document ad options.
• New campaign objectives including brand awareness and video views.

Why we care. These new ad options offer enhanced targeting capabilities, tap into the growing trend of video consumption on the platform and provide more efficient ways to create and optimize campaigns, potentially leading to improved ad performance, better audience engagement and more cost-effective results for B2B marketing efforts.

These updates could help marketers reach more targeted audiences and leverage the platform’s increasing video consumption.

By the numbers:

• Live Events on LinkedIn up 14.4% in the past year.
• 63% of B2B buyers say short-form social video content informs buying decisions.
• Video uploads increased 34% year-over-year.

Between the lines: LinkedIn is betting big on video content to drive engagement and ad revenue.

What they’re saying: LinkedIn reports that brands using Accelerate campaigns see significant reductions in cost-per-action.

What’s next: LinkedIn will roll out new formats and objectives for Accelerate campaigns over the coming months.

The bottom line: These updates offer marketers more ways to tap into LinkedIn’s growing video engagement and automate their ad campaigns.