LinkedIn launches video feature for sponsored content, company pages

MUMBAI: Offering marketers and brands an opportunity to engage with the right professional audience, LinkedIn has launched video for sponsored content and company pages.

The decision to launch video feature was backed by the ‘B2B Video Report’ which stated that video marketing was a critical area of investment for B2B marketers in India this year. The survey found that Rs 1.5 crore (approx 15 million) is the average budget that Indian marketers have allocated to B2B video advertising in 2018, which is 21% higher than the average budget spent on video in 2017.

The video for Sponsored Content helps marketers and businesses make the most of LinkedIn’s targeting and measuring capabilities to reach and engage with the right audience in a quality environment using video. Marketers can use native video ads to achieve their objectives throughout the marketing funnel — to build brand awareness with rich visual stories, target the right audience by traits such as job title, seniority, company name, industry, skills; and collect high-quality leads with a persistent “call to action” button or through the integrated Lead Gen Forms product.

Additionally, LinkedIn’s Matched Audiences solution also allows marketers to target their sales team’s highest-priority accounts with account-based marketing (ABM) campaigns. For marketers, everything hinges on delivering greater ROI and through LinkedIn’s proprietary Conversion Tracking tool that is integrated within the video ads feature, they can measure the success of video ads, enabling marketers to measure the number of leads, sign-ups, website visits, and other valuable actions that video content generates.

In addition to native video ads, LinkedIn has also introduced the ability for business and publishers to upload a video on their Company Pages. The new video feature for Company Pages helps organizations share first-hand looks into their culture, news and events, and effectively attract high-potential talent and build a stronger employer brand.

LinkedIn India Director Marketing Solutions, Virginia Sharma said, “By 2023, 75% of all mobile traffic is expected to be video and our internal survey shows that Indian marketers are planning to spend an average of INR 15 million on video marketing this year. But for too long, the video has belonged to the realm of B2C marketers. The year 2018 will see the rise of the B2B video, where brands and businesses will tell a creatively rich story using sound and motion to connect to decision-makers, earn trust and become thought leaders in a professional environment. New formats of video such as explainer videos, employee advocacy videos, TVCs and testimonials will take the B2B video beyond the talking head this year.”

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