If you’re an advertiser, LinkedIn has some new features that could benefit you. New retargeting capabilities connected to video ads and lead-generation forms. They are also announcing new brand safety features, to provide more comfort to a heavily increasing topic.
LinkedIn Marketing Solutions, Senior Director of Product, Abhishek Shrivastava said that his team has been shifting its products plans in response to the Covid-19 pandemic. Including extra attention on the virtual engagement, such as live video events or meetings. Since Covid-19, this need has increased significantly, so they are focusing on the high demand need of the market.
In regard to the new retargeting features, advertisers can now target ads specifically to users who have watched 25, 50, 75 or 100% of their video ads. Advertisers can also target ads to users who opened or submitted Lead Generation Forms.
LinkedIn advertisers are mostly focused on business-to-business marketing which typically takes a longer time to convert. So, the new retargeting features make it easier for advertisers to build a more tunneled “journey to carry your target audiences through,” states Shrivastava.
TOPdesk has been one of LinkedIn’s tested advertisers. They stated that the new features have increased conversions by 20%, while lowering the cost per conversion by 24%. These are great numbers!
The video retargeting capabilities extend beyond LinkedIn to members on third-party apps and sites, called LinkedIn Audience Network. This network includes companies like Microsoft News and MSN.com. However, it is beneficial that Microsoft owns LinkedIn because now the extended reach of a Sponsored Content campaign increases by 25%, while adding 9x more monthly touchpoints with some LinkedIn members.
They didn’t stop there though. To ensure the safety and quality of these impression numbers, LinkedIn integrated with Integral Ad Science and Pixalate. These partners help add additional layers of brand protection and filter invalid traffic.