LinkedIn has decided to start rolling out native videos for Ads and Company pages, early Thursday of 2018.
LinkedIn says more than 46 percent of B2B advertisers it surveyed said that finding the right environment for video Ads or sponsored content was a top challenge when considering video campaigns.
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.
Video for Sponsored Content
According to LinkedIn, since October, more than 700 advertisers have been beta testing Video for Sponsored Content, that is the new native video advertising offering. 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 targetings already available to advertisers, such as job title, seniority, company name, industry, skills set targeting as well as Matched Audiences targeting for running account-based marketing (ABM) campaigns.
Having 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
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.
In the few weeks to come, Video products (Sponsored videos and Company page videos) will roll out and will be available to all businesses.