LinkedIn expands video ads, AI tools for B2B marketers

LinkedIn is rolling out new features to help B2B marketers build their brands and engage with its community of 1 billion professionals.

Dig deeper: How to personalize your brand on LinkedIn

The Wire Program. The first initiative is the addition of in-stream video ads alongside publisher content. A LinkedIn spokesperson told MarTech:

  • “The Wire Program is available in all languages on mobile and desktop to global advertisers part of the pilot that negotiates content sponsorships with our select group of publishers, like Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal and Yahoo Finance. Note: at launch on June 5, the Wire Program will not offer EU member targeting.”

Here’s a GIF LinkedIn shared showing an example:

GIF Wire Program LinkedIn June 5 2024

Expanded AI capabilities in Accelerate. The spokesperson told us LinkedIn is “making Accelerate campaigns globally available for lead generation and website visits objectives, as we expand Accelerate to support additional campaign objectives in the future.” Here’s what’s new with Accelerate:

  • Microsoft Designer integration for creative customization
  • Enhanced targeting with exclusion lists
  • AI marketing assistant for campaign guidance

Why we care. B2B advertisers have historically felt ignored. This will be a welcome update and will show advertisers that AI can also be used to help improve their results. 

What’s next. LinkedIn plans to make Accelerate, including AI-drafted copy in English, available to all customers globally in the coming months.

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Anu Adegbola

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