One of the biggest challenges for marketers is reaching to people who matter most to your business. While LinkedIn Sponsored Content has always let you reach a professional audience in the newsfeed, what if you could reach even more professionals by promoting your content beyond LinkedIn -- on other premium apps and websites where those same professionals also spend their time?
LinkedIn has announced the LinkedIn Audience Network, a native advertising network that enables the marketers to reach even more professionals with your ads by placing your sponsored content on high-quality, third-party publishers across mobile and desktop.
The LinkedIn Audience Network is designed to increase the marketing footprint beyond the LinkedIn platform so that you can extend your campaign’s reach, deliver on budget more easily and get your content in front of the right people, wherever they are.
To date, more than 6,000 LinkedIn advertisers have participated in the Audience Network beta programme. On average, these advertisers have seen a 3-13 per cent increase in unique impressions served, and up to an 80 per cent increase in unique clicks. This means that advertisers running campaigns in the audience network are reaching new people they hadn’t yet engaged on one of LinkedIn’s owned and operated properties.
For example, Hiscox, a financial services and insurance provider, improved their campaign reach and performance by running their Sponsored Content on the Audience Network. “When we reviewed campaigns that ran on the LinkedIn Audience Network, we saw a level of engagement that was nearly 4X greater than the benchmark for the financial services industry,” said Gyawu Mahama, U.S. communications and marketing manager at Hiscox.
Understanding the campaign performance is crucial to measuring the advertising ROI. When you deliver ads on the LinkedIn Audience Network, you can download performance reports that include clicks, impressions and engagement that your ads get specifically through the network. This allows you to compare your network performance to your onsite performance.
LinkedIn has taken measures to ensure brand safety within Audience Network placements and has given the marketers a control over the network campaigns, including the ability to block IAB categories and upload custom block lists.