The Latest on LinkedIn Video Ads
In response to the growing popularity of online video ads on Facebook, Twitter, and YouTube, LinkedIn has joined its competitors with the launch of Video Ads on the platform. You may have seen Video Ads on the platform in recent months. LinkedIn has been testing video ads with select advertisers since August 2017, but Q2 is the first time the general advertising public has access to the video ad campaigns.
As mentioned above, the video ad format is not totally new to LinkedIn. This format has been in beta testing since August 2017 for about 700 advertisers. The results of the beta test clearly show the power of the new video ad format. According to Anthony Ha at techcrunch.com, users were engaged with the LinkedIn video ads approximated three times longer than traditional sponsor content static image ads. That metric alone should be enough to convince your client to invest in the creation of video ads to advertise with.
Throughout the beta test, videos were required to be hosted offsite, either on Vimeo or YouTube. The inability for LinkedIn to host videos on site meant that engagement metrics like video starts and video completions were unable to be tracked within the platform. It brings me great joy that video metrics and the video itself are now totally housed on the LinkedIn platform.
Like in Facebook, LinkedIn video ads can be used in campaigns optimizing for traffic or video views. This gives LinkedIn advertisers the ability to use video assets across the marketing funnel, from awareness to conversion. You can also setup video ads for campaigns with LinkedIn Lead Gen forms.
LinkedIn Video Ads are like Facebook in other ways too. LinkedIn video ads will autoplay without sound as the user scrolls through their feed. The videos ads say “Promoted” under the business name to signify that they are sponsored content.
Setting up campaigns with video ads is similar to setting up traditional sponsored content campaigns, with a few changes. Here is a quick refresher:
Step 1: Select Sponsored Content as your ad product
Step 2: Name your campaign and select your preferred language. Pretty straightforward…
Step 3: Choose what you want your campaign to do.
- Do you want website or landing page traffic? Send people to your website or content.
- Do you want users to complete the LinkedIn Lead form? Collect leads using Lead Gen Forms.
- Do you want to maximize awareness and video views? Get Video Views.
Step 4: Select Ad format. If you’re reading this, you will likely want to choose video.
Step 5: Select or Create video for sponsored content. If you are creating a new video ad, you need to make sure your client has proper size and formatting.
Video Ad Specs
- Length: 3 seconds to 30 minutes
- Layout: horizontal (vertical videos are not supported)
- File size: Between 75 KB and 200 MB
- File format: MP4
- Aspect Ratio: Between 4:3 (1.33) and 16:9 (1.78), inclusive
- Height: 360-1080px, inclusive
- Width 480-1920px, inclusive
- Frame rate: 30 FPS or less
- Audio format: AAC or MPEG4
Step 6: Define your audience. This step is the same as defining an audience for traditional sponsored content campaigns.
Step 7: Choose campaign budget, bids, and ad scheduling.
Step 8: Launch!
LinkedIn’s launch of the video ads in sponsored content campaigns shows that they are willing to adapt to the demands of the marketplace. While video ads are not revolutionary, the recent update shows that LinkedIn is dedicated to improving their platform and serving the evolving needs of advertisers.
Many advertisers need to have a social presence in their marketing mix, but it seems there are increasingly fewer options available. Some brand conscience advertisers are looking for options beyond Facebook, following the recent user data scandals, and Twitter’s clunky advertising platform does not fill the gap. LinkedIn seems to be positioning itself as a dynamic, user friendly platform with superior targeting.
LinkedIn video ads are a no-brainer if your client or business is looking for more ad engagement at any step in the funnel. If you can get the video assets, I highly recommend testing LinkedIn video ads for your B2B clients as part of your marketing mix.
Browse By Category
Moving Pieces: Thinking About PPC Strategy
Strategy. What is your strategy? As an agency, our team responds to that very question on a daily basis. How do we respond?
You can’t have an outstanding team without an outstanding culture
There's a reason why our team thinks we are a great place to work and no, its not because we have a ping pong table set up. See more about Hanapin's latest certification + we'll let you in on a little secret!
Tracking UAC Performance Through Third-Party App Analytics
Explore how to link and import app downloads and in-app events in Google Ads through third-party app analytics providers.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The 2019 Budget Season Doesn't Have to Be a Nightmare
You could just go off of a formula and call it a day, but in order to have a solid budget in place you need to take the time to prepare.
How to Build an In-Platform Facebook Ads Funnel
Facebook has many tools to help you build your funnel right in the platform, and to nurture that funnel without taking users off-platform at all.
How We Gained $21,000 More in Revenue by Changing One Color
Testing button color, or the color of any element on your page can be extremely rewarding - if it is done correctly. See how you can turn a simple test into drastic results.
Load More »