LinkedIn
is the latest social network to begin selling autoplaying video ads. These ads
will look just like other video posts, and will play without sound unless
clicked on.
Microsoft,
parent company of LinkedIn, only began letting users upload their own videos to
the professional network in August.
Since
then, the company reports video posts are already being shared 20 times
more than other posts — making them highest performing content type.
When
you couple that with the fact that video ads are typically more expensive more
expensive to buy, you can begin to understand why LinkedIn is jumping into
video advertising so quickly after introducing videos.
There
is no doubt that LinkedIn is late to the party when it comes to offering video
ads, but judging by the success of organic videos it’s conceivable that video
ads will find similar success.
Only 18% of LinkedIn’s business comes from advertising,
as of October 2016. The company also relies on selling subscriptions and
advanced recruiting features as a form of revenue.
If
initiatives like video ads are any indication, LinkedIn may begin to see more
of its revenue coming from advertising now that it’s owned by Microsoft.
LinkedIn
will begin to sell video ads to a test group of marketers at first, with the
long term plan being to make them available to all advertisers.
In
order to create video ads, advertisers can start a sponsored content campaign
out of video uploaded through campaign manager, their company page, or showcase
page. Existing ad targeting options can also be applied to video ads.
Courtesy & OA : searchenginejournal
