LinkedIn expands video ads, AI tools to help B2B marketers


LinkedIn is rolling out new features to help B2B marketers build their brands and engage with its community of 1 billion professionals.

The Wire Program. The first initiative is the addition of in-stream video ads alongside publisher content. A LinkedIn spokesperson told Search Engine Land:

  • “The Wire Program is available in all languages on mobile and desktop to global advertisers part of the pilot that negotiates content sponsorships with our select group of publishers, like Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal and Yahoo Finance. Note: at launch on June 5, the Wire Program will not offer EU member targeting.”

Here’s a GIF LinkedIn shared showing an example:

GIF Wire Program LinkedIn June 5 2024GIF Wire Program LinkedIn June 5 2024

Expanded AI capabilities in Accelerate. The spokesperson told us LinkedIn is “making Accelerate campaigns globally available for lead generation and website visits objectives, as we expand Accelerate to support additional campaign objectives in the future.” Here’s what’s new with Accelerate:

  • Microsoft Designer integration for creative customization
  • Enhanced targeting with exclusion lists
  • AI marketing assistant for campaign guidance

Early results:

  • Advertisers using Accelerate are creating campaigns 15% more efficiently
  • They’re also seeing a 52% lower cost per action compared to classic campaigns
  • Video uploads on LinkedIn up 45% YoY

Why we care. B2B advertisers have historically felt ignored. This will be a welcome update, that other tech giants don’t seem to tend to, that will show advertisers that AI can also be used to help improve their results. 

What’s next. LinkedIn plans to make Accelerate, including AI-drafted copy in English, available to all customers globally in the coming months.

What they’re saying. Sean Johnston, VP of Advertising at Closed Loop, noted a 3x increase in lead form completion rates and 66% cheaper cost per lead:

  • “Accelerate Campaigns far surpassed the lead conversion performance we saw from even our best performing manual audiences.”

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About the author

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

 

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 

 

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.



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