LinkedIn Releases New Targeting Features for Advertisers

The new feature helps advertisers increase conversions by as much as 20%.

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Need to Know 

  • LinkedIn has announced a new feature for advertisers, including video retargeting capabilities and new safety integrations.
  • One advertiser who has tested the new feature saw conversions increase by 20%.
  • The update is the latest in a series of new products LinkedIn has released in response to the COVID-19 pandemic.

Analysis

LinkedIn has announced new features for its advertisers, which include retargeting capabilities and some new safety integrations. 

Advertisers on the business-focused social networking site can now “create and target ads specifically to users who watched 25, 50, 75, or 100% of their video ads. They can also target ads at users who opened or submitted a Lead Gen Form.”

These new capabilities are designed to make it easier for marketers to create a journey that carries their target audiences through to the end. 

LinkedIn has tested the new feature with some advertisers, including TOPdesk, who have said they’ve increased conversions by 20% while lowering the cost of conversion by 24%. 

To ensure the safety and quality of impressions reached, LinkedIn is also integrating with “Integral Ad Science as an additional layer of brand protection and contextual brand safety for all ads, and with Pixalate to score and filter all publishers based on invalid traffic.”

The social network’s senior director of product for LinkedIn Marketing Solutions, Abhishek Shrivastava, has said the new products are part of an ongoing response to the COVID-19 pandemic, adding that “these things matter in terms of driving your [marketing] investment further.”

LinkedIn has also launched virtual engagement features like live video events and a new polling tool to allow users to gather opinions and feedback. 

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