LinkedIn is introducing a new ad placement option, aimed at capitalizing on the increasing consumption of video content on the platform. The new video sponsorship program, called “The Wire,” will allow brands to run in-stream video ads that are aligned with trusted publisher content. This will give brands the opportunity to choose specific pre-roll placements with selected publishers, which can help maximize the impact and credibility of their promotions. With U.S. viewers spending more time on digital video than traditional TV, aligning brand messages with publisher content in a resonant format can enhance memory recall when making purchasing decisions. LinkedIn is partnering with high-profile providers such as Barron’s, Bloomberg, Business Insider, Forbes, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo Finance for this initiative, potentially strengthening ties with these outlets.
Furthermore, LinkedIn is incorporating more AI capabilities into its ad tools through its fully automated “Accelerate” ad option. The addition of Microsoft Designer to the Accelerate composer flow will allow marketers to utilize generative AI for their campaign creative. Users can describe what they want to see or upload their own image, and Designer will provide multiple options with varied imagery and text overlays that can be further customized with logos and imagery. This AI-driven feature, along with existing AI-generated ad text in Accelerate, aims to offer marketers more creative options and streamline the ad creation process. Marketers using Accelerate will also have the ability to add targeting exclusions and access AI recommendations to refine and improve their ads.
The integration of AI into ad creation reflects LinkedIn’s parent company Microsoft’s broader shift towards leveraging automation in marketing processes. By offering more AI capabilities and premium placement options, LinkedIn is providing marketers with tools to enhance their ad campaigns and reach key audience segments. The rise in video uploads on LinkedIn indicates a growing trend that brands can tap into to connect with users on the platform. With video consumption on the rise and the potential for increased engagement through targeted placements with trusted publishers, brands may see improved results and stronger connections with their audience. These new ad updates on LinkedIn signal a strategic move to cater to the evolving needs of marketers and capitalize on emerging trends in digital advertising.
Overall, LinkedIn’s latest ad updates offer brands the opportunity to leverage video content and AI technology to create more impactful campaigns. The introduction of “The Wire” video sponsorship program and AI features in the Accelerate ad option provide marketers with innovative tools to connect with their target audience and drive engagement. By partnering with reputable publishers and incorporating AI-driven creative elements, brands can enhance the credibility and effectiveness of their advertising efforts on LinkedIn. The platform’s focus on automation and optimization aligns with broader industry trends towards utilizing AI in marketing strategies, providing marketers with valuable resources to streamline their ad creation process and enhance campaign performance. As video consumption continues to grow and marketers seek new ways to reach audiences, LinkedIn’s new ad placements and AI capabilities offer opportunities for brands to stay ahead of the curve and maximize the impact of their advertising campaigns on the platform.