LinkedIn, the largest professional networking site, has introduced a new feature to post video ads for sponsored content on its news feed. Phil Spitzer, Product manager at LinkedIn, says that unlike pre or post-roll video ads, these video for sponsored content can be directly placed in the news feed as a standalone post.
The video ads present in the news feed, have persistent “call to action” button, that captures lead throughout the video, at any point. Advertisers are also equipped with conversion tracking, which allows them to measure the number of leads, website visits, and sign-ups, among other valuable actions. The actual performance can be estimated through insights and breakdowns like, who is watching the ads, who is getting engaged and who is converting.
Video of the sponsored content can be targeted on the basis of job title, seniority, industry type, skills or competencies, company name, and other categories.
Along with this, LinkedIn is also providing an opportunity for businesses to add video to their company pages. This enables companies and publishers to showcase a video directly on its page. As per LinkedIn, a company page video generates conversation 5x more, as compared to other content forms.