LinkedIn hosted its first-ever presentation at NewFronts yesterday, where it primarily focused on the growth of video in the app, and new offerings that it’s introduced to help brands tap into this to maximize their marketing efforts.
And video is indeed on the rise in the LinkedIn feed.
LinkedIn recently reported that time spent watching video posts in the app has increased by 36% year-over-year, while video content generates 1.4x more engagement than other post types.
On video promotions specifically, LinkedIn says that in-stream Video Ads are seeing 2x the average video completion rate.
Clearly, there’s potential there, and LinkedIn has outlined some new options to help brands tap into that rising video interest.
First off, Linkedin has announced “First Impression Ads,” which will enable marketers to ensure that theirs is the first video promotion their target audience sees in-stream.
LinkedIn says that this will help advertisers capture attention, by delivering “a bold, broadcast-like presence in the LinkedIn feed and beyond.”
On that “beyond” element, LinkedIn also highlighted its improving Connected TV placement options, which have been available since last year, and enable the expansion of your LinkedIn video promotions to placements via Paramount, Roku, Samsung ads, among others.
LinkedIn has also highlighted its recently renamed “BrandLink” option, which enables marketers to place their video ads alongside approved publisher and creator content.
And finally, LinkedIn also highlighted the potential of Event Ads, which are getting expanded promotion options to squeeze more value out of your LinkedIn events.
Most of these options have been available for some time, so nothing major was announced at the event, with LinkedIn more looking to enhance its existing video ad offerings to align with usage trends.
But even so, these are interesting, and potentially significant additions, which will provide more ways to get more out of your video marketing efforts in the app.
Some expanded options to think about either way. LinkedIn’s looking to roll out these new elements over the coming months.
