LinkedIn Extends Ad Reach

LinkedIn Extends Ad Reach”

The new tool, dubbed LinkedIn Audience Network, was announced today (September 6) and lets advertisers engaging professionals using LinkedIn Sponsored Content, to then extend its reach by serving it on native ad units on third-party desktop and mobile properties. "By having this capability of reaching that member audience off LinkedIn, it really makes the campaigns that advertisers have a lot more effective", he says. Divye Raj Khilnani, a product manager with the social network, told VentureBeat that the new platform features several key improvements. "Understanding your campaign performance is crucial to measuring your advertising ROI", he added.

The LinkedIn Audience Network targets LinkedIn members who have recently logged in to their account. LinkedIn has promised advertisers the ability to place sponsored content on "thousands of.partnered apps and websites where users spend their time".

Hiscox, a financial services and insurance provider, for example, found their campaign reach and performance rose almost four times greater compared with the benchmark for the financial services industry by running sponsored content on the Audience Network.

Naturally, brands may wish to steer clear of specific websites or apps, which is why the LinkedIn Audience Network allows marketers to stipulate which publishers their content appears on.

Still, with so many newcomers joining the fray with similar offerings - and with Google and Facebook owning 85% of all new digital ad dollars - LinkedIn might be facing an uphill battle as it attempts to coax more revenue out of marketers.

LinkedIn is working with five major mobile ad exchanges such as AppNexus, Google Ad Exchange, Sharethrough, MoPub, and Rubicon to serve the advertisements across a variety of publishers in English-speaking markets such as Australia, Canada, the United Kingdom, the USA, and India.

"The LinkedIn Audience Network is created to increase your marketing footprint beyond the LinkedIn platform so you can extend your campaign's reach, deliver on your budget more easily and get your content in front of the right people, wherever they are", said Divye Khilnani, group product manager of LinkedIn marketing solutions, in a blog post.

LinkedIn Audience Network will also allow marketers to download performance reports that include clicks, impressions, and engagement that their ads get specifically through the network.

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