LinkedIn Boosts Advertising Opportunities with New Video Ad Options and Expanded Ad Access

LinkedIn recently announced the addition of new video ad formats, alongside expanded access to Conversation and Thought Leader Ads. These changes are aimed at helping marketers connect with LinkedIn's vast audience of 930 million members and providing additional opportunities to increase brand exposure and engagement on the platform.

Notably, LinkedIn is introducing pre and mid-roll video ads in its Audience Network videos. These ads will now appear at the beginning (pre-roll) and middle (mid-roll) of long-form video content on publisher sites across the LinkedIn Audience Network, accessible on mobile and desktop apps and sites. This expansion allows marketers to increase their campaign reach and connect with professional audiences while maximizing their presence across LinkedIn's display surfaces.

LinkedIn now also offers greater access to its Conversation Ads and Thought Leader Ads, which will become more widely available in July. Conversation Ads open the door for users to chat directly with marketers through a prompted message from an ad. This feature is set to be enhanced through company page messaging, allowing brands to guide interested users into direct message conversations from promoted posts.

Meanwhile, Thought Leader Ads enable businesses to showcase content from verified employees, offering a more human connection and displaying industry expertise. Furthermore, LinkedIn is incorporating Audience Insights into their API, allowing external agencies to access LinkedIn's insights for a more profound understanding of campaign performance and reach.

In conclusion, the new tools introduced by LinkedIn provide an array of fresh opportunities for reaching its vast audience and optimizing promotional efforts. With the potential increase in value from Conversation Ads and the added personal touch from Thought Leader Ads, these updates cater to a variety of marketing approaches. As users and marketers discover these new features, we can expect to see a shift in LinkedIn's advertising landscape and an enhanced promotional experience on the platform.