Singapore – Global business and employment-focused social media platform LinkedIn has announced a new suite of tools to help its users measure their brand marketing effectiveness on the platform.
One of the tools it has announced included the ‘AI-generated Copy Suggestions’. Said feature uses generative AI to create high-performing intro text and headlines for ad creatives by leveraging data from an advertiser’s LinkedIn Page. LinkedIn is rolling out this feature in a pilot in North America, and plans to increase functionality, languages, and availability in the coming months.
The platform has also announced several tools related to advertising in the platform:
- In-stream video ads: To support a full-funnel experience, customers can tap into In-Stream Video ads to scale their campaign reach and connect with professional audiences across LinkedIn’s network of publishers. These ads, which will appear on mobile or desktop apps and sites, will play at the beginning (pre-roll) and middle (mid-roll) of long-form video content on trusted publisher sites across the LinkedIn Audience Network.
- Thought Leader Ads: Thought Leader Ads allow brands to sponsor their thought leaders’ posts, helping them authentically communicate through a trusted voice to build brand equity and stay top-of-mind. Early performance indicators show that customers who participated in the Thought Leader Ad beta saw a 1.7x higher clickthrough rate (CTR) and 1.6x higher engagement rate compared to other single-image ads.
- Conversation Ads: This allows advertisers to drive higher intent conversations with members in the Focused tab, helping them to increase their reach and maximise budgets with lower frequency caps and cost per click pricing.
Moreover, LinkedIn is introducing the ‘CMO Scorecard’, a new measurement program through its consultancy, B2B Edge. This will help B2B marketers on the platform benchmark their creative impact and media performance against competitors, and demonstrate how current brand advertising investments improve recruiter, marketer and seller efficiency.
It is also introducing the ability for members to organically connect with organisations through ‘Pages Messaging’. This functionality will enable members and pages on LinkedIn to directly communicate with each other about the topics that matter most to them, like products and services, job listings, and other business inquiries.
Lastly, LinkedIn’s ‘Audience Insights API’ will help enable agencies and marketing technology companies to build solutions that help marketers discover and understand their target audiences to create more effective, relevant campaigns.
The platform recently launched a global campaign, which focuses how the industry is built for B2C marketers and why LinkedIn is ‘the place to B2B’.
