LinkedIn tests Live Event Ads to help companies reach decision makers

LinkedIn introduces Live Event Ads - a new global ad format to help companies increase event registrations, build brand awareness, and drive measurable results from investments in events. 

 Live events are gaining popularity as professionals look for new ways to learn and network with their peers and industry leaders. According to LinkedIn data, the number of professionals viewing events on LinkedIn has grown by 34% year-over-year. To enable companies to reach the right people and deepen relationships by dynamically engaging with prospective buyers, LinkedIn is testing Live Event Ads that will allow them to promote their live event before, during, and after it takes place.

 Speaking on this new ad format, Matt Tindale, Head of Enterprise Solutions, APAC, said: “We’re always considering new ways to reach engaged decision makers across our community of 1 billion professionals on LinkedIn. With only 5% of buyers in-market for a new purchase at any given time, it’s imperative for companies to consistently engage their audience in creative ways across multiple channels - from live events to video ads - to ensure their brand is memorable when it's time to buy. With the introduction of Live Event Ads, brands can share their live event with the right people, nurture an online community, and build their brand with decision makers. This ad format offers brands the opportunity to create an authentic, two-way dialogue with audiences, to bolster trust and reputation.” 

 In addition to Live Event Ads, LinkedIn is also introducing new ad offerings and measurement tools to help brands drive impact in a competitive environment:  

• LinkedIn CTV: To help global brands target and reach audiences based in North America streaming television on connected sets, LinkedIn is introducing LinkedIn CTV, a new ad offering in Campaign Manager. It builds on the success of In-stream Video Ads, which helps customers nearly triple their in-steam video completion rate, and is designed to help brands launch and scale CTV campaigns across LinkedIn’s network of publishers.
• Sponsored Articles: A new ad format that allows brands to sponsor long-form articles and share valuable thought leadership content with the right audience at the right time.
• Dynamic UTMs: To help companies to better understand campaign performance more efficiently, LinkedIn introduced Dynamic UTMs that automatically adds UTM parameters to track the impact of LinkedIn ads on web traffic.