LinkedIn has made two updates that allow users to use sight, sound and motion to tell more visually rich stories: video for Sponsored Content and Company Pages.
As a part of Video for Sponsored Content, LinkedIn has also signed an agreement with measurement company MOAT to offer third-party video measurement and viewability.
Video has been proven as a popular tactic for marketers to tell more compelling stories about their brand.
According to an internal LinkedIn study, over 46 percent of B2B (business to business) advertisers surveyed said it was a top challenge to find the right environment when running video campaigns. The new video for Sponsored Content ads aims to let users engage with business decision-makers throughout the buyer’s journey on LinkedIn.
Unlike pre- or post-roll video ads, video for Sponsored Content ads live directly on the news feed as standalone posts.
With the introduction of Sponsored Content, LinkedIn has a suite of targeting capabilities available for video. Marketers will be able to find audiences by traits like job title, seniority, company name, industry, skills, and more.
Linked is also making it possible to measure the video success with insights and breakdowns through its tool Conversion Tracking.
“Since launching the private beta in October, globally over 700 advertisers have tested video for Sponsored Content to highlight not only products and services, but also company missions, customer success stories, and thought leadership content,” said Ziad Rahhal, Head of LinkedIn Marketing Solutions, Middle East North Africa.
He added, “We’re excited to be rolling this out across the MENA region and look forward to seeing what brands and marketers can achieve using the Sponsored Content tool and what companies can do for their Employer Brand with the new Company Page Video.”
With Company Page video, organizations can now share first-hand looks into their culture, products, news, and events to attract talent, and drive engagement and conversation with professional audiences right from their Company Page on LinkedIn.
Video for Sponsored Content and Company Pages is rolling out and will be available to all businesses in the next few weeks.