LinkedIn rolls out Sponsored Updates

Last week LinkedIn announced the roll out of Sponsored Updates. This type of advertising on the platform is not a surprise for seasoned marketers.

LinkedIn is by far the most popular social network for professionals, with 3 million company pages connecting employees, consumers and influencers to businesses.  According to Forrester’s newest B2B Social Technographics® numbers, 100% of business decision-makers use social media for work purposes, with LinkedIn the top platform for business purposes.

In a new blog post, LinkedIn’s VP of Product Management, David Hahn, said the platform’s current content model means marketers have a hard time reaching people, “the high quality content they’ve produced – slideshows, articles, videos, and whitepapers – does not always achieve enough reach and engagement on their own channels.”

For B2B organisations this announcement sounds like a perfect solution; you can target any segment of the 225 million members based on professional profile data.

A few months ago Adobe was approached to be a beta partner for Sponsored Updates. Our own Pooja Prasad wrote in a blog about the testing, that “we knew we had to try it.”

LinkedIn Adobe

For 8 weeks we selected content to promote to our target audiences – from marketing execs to C-suite leaders. The real-time basic engagement statistics helped decide on how and when to optimise the campaign.  The results showed that sponsored updates put us in the front of marketers’ minds.  Surveyed users said after the campaign they were 2.5 times more likely to agree or strongly agree that Adobe’s Sponsored Updates “captured their attention.”

The new ad format is available on desktop, mobile and tablet. It offers a CPC or CPM pricing for 20 languages in 200 countries. There’s also new comprehensive analytics to help marketers report on the ROI of advertising on LinkedIn.

Do you think LinkedIn Sponsored Updates will help give your professional content better exposure and drive quality leads? Tell us in the comments or tweet us @AdobeMktgCloud.

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