new features , with video ad retargeting and lead generation forms. The new features will also include improved security built into the LinkedIn Audience Network.
Retargeting
Advertisers will now be able to create and retarget ads, specifically to users who have watched more than 25% ofvideo. They will also be able to target users who have opened or submitted a Lead Gen Form.
LinkedIn has already started testing these features with new advertisers, including TOPdesk, which says it has increased conversions by 20% while reducing cost per conversion by 24%.
LinkedIn Audience Network
LinkedIn Audience Network launched in 2017 as a way for businesses to expand their advertising campaigns on LinkedIn . The network will include publishers like Flipboard, Microsoft News, and MSN.com, the company said, and will be able to expand the reach of a Sponsored Content campaign by 25 percent. It will also add 9x more touchpoints for its members.
LinkedIn’s new direction is aimed at changing products in response to the coronavirus pandemic, as “market needs have increased.” The company’s senior director of Marketing Solutions, Abhishek Shrivastava, said the move will involve introducing new features that focus on “virtual engagement,” such as live events. He also said that all of the announcements at this time are similar because “these things matter when it comes to driving business forward.”
According to Shrivastava, LinkedIn advertisers are placing more emphasis on “business-to-business marketing.” This means that there is typically a longer process of converting prospects into sales, so these features will make it easier for entrepreneurs to create a personalized “journey to reach their target audience.”
To ensure the quality and safety ofimpressions, the company said it integrates withIntegral Ad Science, as “an additional layer of brand safety and protection for all ads,” and withPixalateto “rate and filter all posts based on invalid traffic.”
