LinkedIn introduced several new ad options for B2B marketers yesterday, including pre- and mid-roll video ads in Audience Network videos.
▶️ Video Ads
These ads will appear on mobile or desktop apps and sites, playing during long-form video content on trusted publisher sites within the LinkedIn Audience Network. The company already offers in-feed video ads, but now it will give marketers a new option to expand their reach via longer content as it plays on partner sites.
🚀 Ad Expansions
Starting next month, LinkedIn will also make Thought Leader Ads and Conversation Ads more widely available. Thought Leader Ads let businesses promote content from verified employees showcasing their expertise, while Conversation Ads prompt users to initiate a chat directly from an ad.
📥 DMs for Brands
On that front, LinkedIn also launched a new messaging option yesterday, which lets Company Pages send and receive direct messages.
With Pages Messaging, members can now reach out to brands through DMs about topics like:
- Products and services
- Business opportunities
- And more
Previously, this messaging feature was limited to member-to-member interactions. Company Page messaging is being rolled out now.
🤖 AI Ad Copy Generator
Following in Meta's footsteps, LinkedIn is also launching its own generative AI tool to write ad copy.
This new tool, called AI Copy Suggestions lets users generate introductory text and headlines for ads. It uses data from a marketer’s LinkedIn page and Campaign Manager settings to suggest different text for the ad.
To use the feature, marketers can input their copy into the “introductory text” box within Campaign Manager. By enabling the “Generate copy suggestions” toggle, they can receive alternative suggestions for the text.
The tool is currently in testing and available to select customers in North America, with plans for expansion in the coming months.
Images: LinkedIn / Canva
