LinkedIn has launched a native advertising network which lets marketers reach more professional audiences by placing Sponsored Content on high-quality, third-party publishers across mobile and desktop platforms.
With the LinkedIn Audience Network, marketers can increase their footprint beyond the LinkedIn newsfeed on partner publishers such as MSN.com and Outlook.com, so they can extend their campaign’s reach, improve ROI and get their content in front of the right professionals, wherever they are.
As well as LinkedIn vetting partner publishers and regularly monitoring campaign activity to ensure ads are served in high quality and brand safe environments, it is giving advertisers control over where their adverts appear on the network, with the ability to block IAB categories and upload custom block lists.
“Accessing the audiences that matter most is always a tough challenge for marketers” says Tom Pepper, Director – Head of LinkedIn Marketing Solutions UK. “With the LinkedIn Audience Network, marketers can now reach professionals at even greater scale wherever they spend time, on premium publishers across mobile and desktop. This will extend the reach of their campaigns beyond LinkedIn to help deliver on budgets more easily and ultimately help more businesses thrive.”
To date, more than 6,000 LinkedIn advertisers have participated in the LinkedIn Audience Network beta program. On average, these advertisers have seen a 3-13% increase in unique impressions served, and up to an 80% increase in unique clicks.
Hiscox, a financial services and insurance provider, has been piloting the LinkedIn Audience Network. Gyawu Mahama, U.S. Communications and Marketing Manager at Hiscox, commented, “When we reviewed campaigns that ran on the LinkedIn Audience Network, we saw a level of engagement that was nearly 4X greater than the benchmark for the financial services industry.”
Read the official LinkedIn blog post here.
