LinkedIn introduces video for Sponsored Content

Six months after a private beta, LinkedIn has rolled out sponsored video ads to the public.

Similar to the targeting options offered for video ads by casual social media networks, the new offer can be tied to a Company Page and capitalize on its existing followers.

Building on the release of member videos, which launched in August 2017, the format allows advertisers and recruiters to target videos at LinkedIn's members based on the self-provided data that makes up a user profile.

The format will be able to reside on a newsfeed as an independent post, purchased on the basis of CPC, CPM, or CPV as well as campaign optimisation for impressions and clicks.

"Since launching our private beta in October, over 700 advertisers, including GE, Philips and Audi Canada have tested video for Sponsored Content to highlight not only their products and services, but also their company mission, customer success stories, and thought leadership content," said Phil Spitzer, product manager at LinkedIn, in the blog post announcing the update. "These videos are helping marketers deepen engagement with their brands: on average, LinkedIn members spend almost 3x more time watching video ads compared to time spent with static Sponsored Content."

The format has positioned itself at the top and bottom of the marketing funnel, with integrations with tools such as Lead Gen Forms and Matched Audiences for reaching high priority accounts.

A spokesperson from LinkedIn in Singapore told Campaign Asia-Pacific that digital video viewers in Asia-Pacific accounts for more than half of the worldwide total and is expected to rise at a steady pace according to eMarketer.

"Native video ads represent the next evolution of LinkedIn Sponsored Content that lets marketers engage with business decision-makers throughout the buyer’s journey on Linkedin," said the spokesperson. "We know that marketers in Asia value ROI so we have integrated LinkedIn’s proprietary Conversion Tracking tool within video for sponsored content to help them measure campaign success and gain valuable insights on their audiences."