Mumbai: Live events are gaining popularity as professionals look for new ways to learn and network with their peers and industry leaders.
According to the online professional networking platform LinkedIn’s data, the number of professionals viewing events on LinkedIn has grown by 34% year-over-year. To enable companies to reach the right people and deepen relationships by dynamically engaging with prospective buyers, LinkedIn is testing Live Event Ads that will allow them to promote their live event before, during, and after it takes place.
Matt Tindale, head of enterprise solutions, Asia Pacific, said, “We’re always considering new ways to reach engaged decision-makers across our community of 1 billion professionals on LinkedIn. With only 5% of buyers in-market for a new purchase at any given time, it’s imperative for companies to consistently engage their audience in creative ways across multiple channels – from live events to video ads – to ensure their brand is memorable when it’s time to buy. With the introduction of Live Event Ads, brands can share their live event with the right people, nurture an online community, and build their brand with decision-makers. This ad format offers brands the opportunity to create an authentic, two-way dialogue with audiences, to bolster trust and reputation.”
In addition to Live Event Ads, LinkedIn is also introducing new ad offerings and measurement tools to help brands drive impact in a competitive environment:
LinkedIn CTV: To help global brands target and reach audiences based in North America streaming television on connected sets, LinkedIn is introducing LinkedIn CTV, a new ad offering in Campaign Manager. It builds on the success of In-stream Video Ads, which helps customers nearly triple their in-steam video completion rate, and is designed to help brands launch and scale CTV campaigns across LinkedIn’s network of publishers.
Sponsored Articles: A new ad format that allows brands to sponsor long-form articles and share valuable thought leadership content with the right audience at the right time.
Dynamic UTMs: To help companies to better understand campaign performance more efficiently, LinkedIn introduced Dynamic UTMs that automatically adds UTM parameters to track the impact of LinkedIn ads on web traffic.
In an article Lindsey Edwards, VP, Product Management wrote, “Marketing campaigns are only as effective as the audience they reach. And, with 94% of Fortune 100 companies trusting us to help them reach their key audiences across our community of 1 billion members, we’re always considering new ways to reach engaged decision makers to help our customers capture buyers’ attention. That’s why today, we’re introducing new ad solutions to help you target and engage with your audiences both on and off LinkedIn with LinkedIn CTV Ads, including LinkedIn Premiere – a managed offering with NBCUniversal – and Live Event Ads at B2Believe in New York.
“Expanding campaign reach and capturing buyer attention with LinkedIn CTV Ads: With only 5% of buyers in-market for a new purchase at any given time, consistent engagement with your audience in creative ways across multiple channels – from video to events – helps ensure your brand is memorable when it’s time to buy. Knowing that nearly 90% of US households embraced Connected TV in 2023 and the 90% of you that used it last year believe that it helped to reach B2B buyers—we’re introducing LinkedIn CTV. This new offering builds on the success of In-stream Video Ads, which are helping customers nearly triple their in-stream video completion rate, and is designed to help you get your creative in front of the LinkedIn audience against high-quality, streaming television content on connected sets.
“Right within Campaign Manager, you can easily launch a LinkedIn CTV campaign and scale it across our network of publishers, including Paramount, Roku and Samsung Ads. With LinkedIn CTV, you can rest assured that your campaign is aligned with publishers across the LinkedIn Audience Network, which DoubleVerify measured as over 99% brand safe since the beginning of our partnership.
“In addition to introducing LinkedIn CTV, we are also partnering with NBCUniversal to introduce LinkedIn Premiere, a new managed offering in Campaign Manager that helps you target decision makers in the United States across NBCUniversal’s premium streaming content on CTV.”
“In today’s television landscape, reaching strategic audiences in a premium environment is key to developing media plans that perform. By partnering with LinkedIn, NBCUniversal can give our marketing partners unique access to business decision makers who are already watching our brand-safe, diverse, and culture-defining content. This collaborative solution continues our momentum of building an audience-first media ecosystem to deliver a curated and relevant experience for viewers as well as an optimal and effective strategy for advertisers” said Dominick Vangeli, senior VP, GM Advanced Advertising, NBCUniversal
Edwards further noted that for some developing CTV campaigns may be a new endeavour. “It may be something that you need added support in launching with a specific targeted audience in mind, and we’re here to help with LinkedIn Premiere. For others, you may want to initiate your own LinkedIn CTV campaign across our network of publishers. Here’s how it works once you create your video ad and login to Campaign Manager:
Choose Your Objective: Login to Campaign Manager and choose “Create a brand awareness campaign” as your objective, and select “Connected TV only campaign”
Determine Your Target Audience: Target decision makers in English across the US and Canada using attributes like company, seniority and interests
Set a Budget and Schedule: You have the opportunity to determine your advertising campaign budget and the timing for your campaign
Review and Launch: As always, take a final look at all assets and choices before you launch
Measure Your Success: Although you can use native reporting, like Performance Summary Reports, Revenue Attribution Report, Conversions API and our new CTV Brand Lift test to measure your success and make strategic decisions about your future CTV campaigns, we know you need more, especially with 94% of you sharing that you find it challenging to measure the success of your campaigns.”
She added that in addition to its native reporting Linkedin is collaborating with partners, like iSpot for advanced audience measurement and Kantar for objective brand lift studies, to help companies better assess the reach of their campaigns against their target audiences. “Using iSpot, you’re able to measure your effectiveness in reaching B2B audiences across platforms, like linear and CTV, for the first time. By leveraging Kantar, you can get deep, actionable insights about how your campaign leads to a lift in brand awareness, affinity, or resonance among your target B2B audience.
Continuing to build your brand with LinkedIn Live Event Ads: “In addition to our new offering, LinkedIn CTV, today we’ll also introduce Live Event Ads as another way to increase event registrations, build brand awareness, and drive measurable results from investments in events.
“With the number of professionals viewing events on LinkedIn growing 34% in the last year, people are looking for ways to learn and network with their peers and industry leaders. To help you continue to build brand awareness in new ways and deepen engagement with prospective buyers, we are testing Live Event Ads. This new, global format helps you promote your company’s live event before, during and after it takes place, dynamically adjusting based on when it occurs.
Reaching more of the right people: “We know that reaching the right buyers is harder than ever–the B2B purchase cycle is getting longer and more complicated as the buying committee grows. Through new products, like LinkedIn CTV, and partnerships with companies, like NBCUniversal, iSpot and Kantar, we’re committed to helping you reach key decision makers where they are, while building your brand. But, our work doesn’t end here, and we are always considering your feedback and testing new ways to help you reach more of the right people so that you can continue growing your brand.”
