LinkedIn has announced new advertising capabilities to help brands better engage B2B buyers, as revealed on October 15, 2024.
Key Updates:
Live Event Ads Enhancements:
- Promotion of members' posts about company-hosted Live Events through Thought Leader Ads
- 30-second video previews for events to drive registration and attendance
- Regional targeting for more personalized event promotion
Accelerate Campaign Improvements:
- Addition of video and document ad formats
- New campaign objectives including brand awareness, engagement, website conversions, and video views
- Accelerate beta now available globally for lead generation and website visit objectives
Insights Driving Changes:
- 63% of B2B buyers find short-form social video content helpful in decision-making
- 67% of buyers say influencer content is critical during the consideration stage
- Video uploads on LinkedIn have increased 34% year-over-year
Performance Metrics:
- Thought Leader Ads generate 2.3x higher click-through rates compared to single image ads
- Accelerate campaigns show up to 42% lower cost per action compared to classic campaigns
Availability:
- New features will begin rolling out globally this quarter
- Accelerate beta available in all languages, with AI creative creation in English only
These updates aim to address the challenge of engaging the 95% of out-of-market B2B buyers and capitalize on the growing importance of video and influencer content in B2B marketing.
