Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » LinkedIn is rolling out native video advertising & video for Company Pages

LinkedIn is rolling out native video advertising & video for Company Pages

Video for Sponsored Content and Company Page video will be available to all business in the coming weeks.

Robin Kurzer on March 29, 2018 at 3:00 am | Reading time: 3 minutes

LinkedIn is offering businesses two outlets for using video on the platform. Companies can now run native video ad campaigns and include video within their Company Pages, LinkedIn announced early Thursday.

The platform rolled out native video uploading to users last August. As expected, Thursday’s announcements mark the first roll out of video capabilities designed for businesses.

“We have seen a lot of demand from people looking to use video as a tool to drive results for their businesses,” Abhishek Shrivastava, director of product for LinkedIn Marketing Solutions told me. LinkedIn says more than 46 percent of B2B advertisers it surveyed said that finding the right environment for videos was a top challenge when considering video campaigns.

Video for Sponsored Content

According to LinkedIn, more than 700 advertisers have been beta testing Video for Sponsored Content, the new native video advertising offering, since October. Shrivastava said that, during that time, LinkedIn members have spent an average of almost three times the amount of time watching ads embedded with video versus static ones.

The native video ads appear in the news feed as standalone, sponsored posts and auto-play on mute when in view, just like user-uploaded video on the platform. Here’s an example of the new unit, which expands to a full-screen interstitial after a user clicks on it.

The Video for Sponsored Content ads can use any of the targeting already available to advertisers, such as job title, seniority, company name, industry, skills targeting as well as Matched Audiences targeting for running account-based marketing (ABM) campaigns.

The ads can help businesses generate leads by driving site traffic or through LinkedIn’s Lead Gen Forms product, as shown in the example above.

With the LinkedIn tracking pixel implemented, advertisers can measure the number of leads, sign-ups, website visits, and other actions that the video ads generate.

Video for Company Pages

Additionally, businesses and publishers can now place video on their Company Pages.

LinkedIn says, during the beta program, it found Company Page video five times more likely than other types of content to start a conversation among members.

“B2B marketers and professional audiences and professional contacts — they can use the video [tool] we’re launching across their funnels. Whether they’re looking to generate brand awareness, sending people to websites to take an action or connecting leads, they can showcase the video and if the member watching is interested, they can collect the leads right away,” Shrivastava said.

Both video products are rolling out now and will be available to all businesses in the coming weeks.


New on MarTech

    Webinar: The key to email marketing success
    The FTC weighs in on customer data privacy
    Whatever happened to customer journey orchestration?
    The latest jobs in martech
    B2B buyers are much more concerned about a company’s values than the general public

About The Author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.