LinkedIn is rolling out new features to help B2B marketers build their brands and engage with their community of one billion professionals.
The Wire program. The first initiative is the addition of in-stream video ads alongside publisher content. A LinkedIn spokesperson told Search Engine Land:
“The Wire program is available in all languages on mobile and desktop to global advertisers who are part of the pilot negotiating content sponsorships with our select group of publishers, including Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News , MarketWatch, NBCUniversal, Reuters, The Wall Street Journal and Yahoo Finance. Note: At launch on June 5, the Wire program will not offer guidance to EU members.”
Here’s a GIF shared by LinkedIn that shows an example:
Expanded AI capabilities in Accelerate. The spokesperson told us that LinkedIn “is making Accelerate campaigns globally available for lead generation and website visit goals as we expand Accelerate to support additional campaign goals in the future”. Here’s what’s new in Accelerate:
Microsoft Designer integration for creative personalization Enhanced targeting with exclusion lists AI Marketing Assistant to guide campaigns
First results:
Advertisers using Accelerate create campaigns 15% more efficiently. They also see a 52% lower cost per action compared to classic campaigns Video uploads on LinkedIn are up 45% year over year
Why we care Historically, B2B advertisers have felt ignored. This will be a welcome update, which other tech giants seem to be missing, showing advertisers that AI can also be used to help improve their results.
What follows LinkedIn plans to make Accelerate, including AI-written copy in English, available to all customers globally in the coming months.
What they are saying Sean Johnston, VP of Advertising at Closed Loop, noted a threefold increase in lead form fill rates and a 66% lower cost per lead:
“Acceleration campaigns far exceeded the lead conversion performance we saw from even our best-performing manual audiences.”
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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