LinkedIn Boosts Video Ad Offerings at NewFronts
LinkedIn showcased its commitment to video advertising at its inaugural NewFronts presentation. The platform highlighted new ad features designed to help brands leverage the growing popularity of video content on LinkedIn.
Video Engagement on the Rise
Video is booming on LinkedIn. The platform recently reported a 36% year-over-year increase in the time users spend watching video posts. Video content also generates 1.4x more engagement than other post types, and in-stream video ads see double the average video completion rate.
New Video Ad Innovations
LinkedIn unveiled several new ad features to help brands connect with their target audience:
- First Impression Ads: These ads ensure a brand's video promotion is the first a user sees in-stream, capturing attention with a prominent placement.
- Expanded Connected TV (CTV) Placements: LinkedIn is expanding its CTV ad options, allowing brands to extend their reach through platforms like Paramount, Roku, and Samsung Ads. This builds on CTV options launched last year.
- BrandLink: This renamed feature lets marketers place video ads alongside content from approved publishers and creators.
- Enhanced Event Ads: LinkedIn is expanding promotion options for Event Ads, helping brands maximize the value of their LinkedIn events.
While many of these features build upon existing offerings, the enhancements reflect LinkedIn's focus on aligning with current video consumption trends.
Looking Ahead
These new video ad options offer exciting opportunities for brands to boost their marketing efforts on LinkedIn. The platform plans to roll out these new features in the coming months.
