LinkedIn Rolls Out Live Event Ads

EE News Desk Apr 05, 2024

As per media reports, LinkedIn has unveiled live event ads, a novel global advertising format designed to boost event registrations, enhance brand visibility, and generate measurable outcomes from event investments.

LinkedIn data reveals a 34 per cent year-over-year increase in professionals viewing events on the platform. To empower companies to connect with their target audience and foster deeper relationships, LinkedIn is piloting live event ads. These ads enable companies to promote their live events before, during, and after their occurrence, dynamically engaging with potential buyers.

Discussing this new ad format, Matt Tindale, Head of Enterprise Solutions - APAC, LinkedIn said, “With only five per cent of buyers in-market for a new purchase at any given time, it’s imperative for companies to consistently engage their audience in creative ways across multiple channels - from live events to video ads - to ensure their brand is memorable when it's time to buy. With the introduction of live event ads, brands can share their live event with the right people, nurture an online community, and build their brand with decision-makers. This ad format offers brands the opportunity to create an authentic, two-way dialogue with audiences, to bolster trust and reputation.”

In addition to live event ads, LinkedIn is rolling out new advertising options and measurement resources to assist brands in making a significant impact in a competitive market:

1. LinkedIn CTV: Introduced to aid global brands in targeting and engaging audiences streaming television on connected sets in North America, LinkedIn CTV is a fresh ad offering within the campaign manager.

2. Sponsored Articles: This new ad format enables brands to sponsor lengthy articles, delivering valuable thought leadership content to the appropriate audience at the optimal moment.

3. Dynamic UTMs: LinkedIn has introduced Dynamic UTMs to enhance companies' understanding of campaign performance more effectively. These automatically incorporate UTM parameters to monitor the influence of LinkedIn ads on web traffic.