LinkedIn has announced that they’re going to expand their video asset capabilities, rolling out a new beta test called In-stream Video Ads that should help marketers drive brand messaging within visually engaging environments. LinkedIn anticipates seeing stronger video completion rates compared to outstream video ads due to the nature of the ad running pre-, mid-, or end-roll of videos the user is choosing to view.
There are a few considerations to keep in mind as you test the ads, which will be available on LinkedIn’s Audience Network; we’ll dive into those for this blog.
With the LinkedIn Audience Network, which includes LinkedIn and a variety of third-party sites, you’ll have less control of where the ads are placed and who they’re targeting. My biggest recommendation is to take advantage of customizing ad delivery to ensure you’re doing everything in your control to target exactly who you want. That means adding exclusions for specific categories and for third-party sites or apps by uploading a custom block list.
CPCs are generally higher on LinkedIn than on competitors like Facebook and Google, but you may see costs a little more forgiving when you launch In-stream campaigns, particularly with early adoption advantages.
That said, costs on the LinkedIn Audience Network can vary. I recommend keeping a vigilant eye on impression volume and ad spend, which can fluctuate more sporadically than if you’re just targeting audiences in the LinkedIn platform.
LinkedIn’s In-stream videos may not have all the direct-response options YouTube has worked to incorporate over the years, but the campaigns should be able to achieve similar benefits in boosting brand awareness and casting a wider net.
For B2B brands in particular, LinkedIn’s credibility factor is an obvious advantage; LinkedIn’s reputation for nurturing real, quality leads and refined professional audiences is its bread and butter. Videos that appear on the platform itself will benefit from some borrowed credibility that YouTube doesn’t necessarily offer.
The usual recommendations for brand campaigns apply here: first, understand your client’s product and what sets them apart from competitors, and make sure the video reflects that in the first few seconds. Before you invest in upper-funnel campaigns, you’ll also need to ensure you have a follow-up strategy to engage folks who become aware of your brand.
Video advertising continues to grow in scope and cost. If you’re not on the bandwagon yet, consider this another reason to invest in developing creative to engage new users. If you’d like any recommendations on how to get started, we’re always happy to chat!