B2B ads require a different approach than regular consumer outreach in order to effectively connect with a more professionally-focused audience. A recent survey conducted by LinkedIn in partnership with Magna Media Trials gathered insight from over 1,700 LinkedIn users to determine the key drivers of B2B ad performance. The findings from the study can help brands create more impactful ad campaigns on LinkedIn and other platforms by focusing on the elements that drive the best response from decision makers.
Video ads tend to have a higher impact on LinkedIn compared to display ads, as shown in the survey results. Although video ads were found to drive higher response in all measured elements, humor in B2B campaigns was not as effective. The research suggests that B2B consumers respond better to creative outreach that emphasizes message clarity and a clear call-to-action. This indicates that brands should prioritize creating a creative and resonant message while maintaining clarity in their B2B ad campaigns.
The study highlights the importance of investing in creative messaging in order to effectively engage with B2B decision makers. The data shows that many B2B campaigns are not hitting the mark in terms of message clarity and creativity, presenting an opportunity for businesses to stand out by developing more creative and engaging outreach strategies. While humor can be effective in reaching B2B consumers, it is essential to ensure that the message is resonant and audience-appropriate before deploying humorous elements in campaigns.
Overall, the findings from the LinkedIn/Magna study suggest that B2B brands can improve their ad performance by focusing on creative messaging that effectively communicates the brand’s value proposition and resonates with decision makers. By honing in on the right elements that drive the best response, brands can create more effective B2B ad campaigns that capture the attention and engagement of their target audience. The key takeaway from the study is that investing in creative and engaging messaging is crucial for B2B brands looking to differentiate themselves in a crowded advertising landscape and drive better results in their campaigns.