Videos have been gaining traction among LinkedIn users and due to this very reason, the platform has gone ahead and announced new video ad options which includes First Impression Ads which provides more opportunity for grabbing attention and expanding CTV ad capabilities.
The First Impression Ads of LinkedIn are full screen vertical video format ads for single day campaigns which ensure that promotion is the first ad which a target member sees on a particular day.
When a user logs in and scrolls through their feed, your video ad would be the first one shown near the top of the listing which would give you upfront exposure in the app. This would be a great way for promoting major releases and ensure that you get across to users when they are most active. So getting across to users when they first log in would be considered a valuable consideration.
They have also come up with Reserved Ads offering for other forms of Sponsored Content which would ensure that Single Image Ads, Thought Leader Ads and Document Ads are displayed in the first ad slot in the feed.
Similar to choosing the front row at your favorite concert to guarantee the best view, Reserve Ads helps marketers in planning campaigns with confidence and increasing attention, share of voice and brand visibility. It is also adding capabilities to its Connected TV Select ad offering which would provide expanded opportunity for displaying LinkedIn promotions on single publisher streaming portfolio.
To its list of CTV Select Partners, LinkedIn has added Paramount besides NBC Universal. Now advertisers will be able to combine LinkedIn Professional audience data and Paramount Premium streaming inventory for reaching millions of monthly viewers. Currently Paramount is already part of LinkedIn basic CTV ad offering but is now also available within the higher level CTV Select option as well which provides better targeted reach.
It is also adding VAST tags which would enable expanded exposure for existing video assets. VAST is also known as Video Ad Serving Template tags which would ensure that video ads are displayed correctly in different environments which translate your video content into variable browsers.
LinkedIn integration of VAST tags would ensure greater compatibility of ads across different networks which maximizes display performance. It has also collaborated with Sprinklr on the first use if its CTV API which would enable Sprinklr users in creating, editing and managing LunkedIn CTV Ad campaigns within the platform.
It is also partnering with Adobe for enabling streamlined video content creation within Adobe Express. Now Adobe Express would include LinkedIn optimized video templates which would provide more ways for ensuring promotions look their best in the app. LinkedIn marketers are focusing on video given the adoption of LinkedIn video content through its dedicated video feed. 77% of B2B marketers are of the belief that that short form videos help them build trust with their audience. It has become the key engagement trend in other apps therefore it makes sense that it’s also gaining traction on LinkedIn through variance in platform audiences might make it seem like less obvious conclusion.
Nowadays people are consuming more of short form videos so there are more opportunities for LinkedIn video promotions which is leading to more response in the app. LinkedIn CTV Ads are now available for global customers for targeting buyers in the U.S. and Canada whereas First Impression and Reserved Ads would be available across the globe in the later part of the year.
Definitely it is a great way to connect with the prospective customers and catch their eyeballs the moment they login in, this would really help them connect with them first among the hordes of advertisers who are fighting to catch their attention first.
