LinkedIn launches Sponsored Updates

Turkish Airlines, Wall Street Journal, GE, Box, Charles Schwab, Thomson Reuters, Hubspot among first brands in the world to leverage LinkedIn Sponsored Updates

BestMediaInfo Bureau | Mumbai | July 25, 2013

LinkedIn has launched LinkedIn Sponsored Updates, providing brands with a new way to effectively build relationships with followers and non-followers alike on the world's largest professional network. Sponsored Updates will allow companies to promote business content including, but not limited to, videos, presentations and product news in the newsfeed of LinkedIn members, extending the reach of their page and allowing them to engage with new audiences.

“Content marketing is at the heart of LinkedIn's Marketing Solutions strategy,” said Nishant Rao, Country Manager, LinkedIn India. “Our goal is to develop a definitive professional publishing platform and create opportunities for marketers to drive business results by sharing relevant content with our members.”

Sponsored Updates will appear in member's feeds on their LinkedIn homepage and will be clearly marked as “sponsored”. Posts will appear across desktop, tablet and mobile and will be available to marketers both on a CPM and CPC basis via a bid-based auction. Companies can track post/campaign effectiveness through comprehensive analytics to glean insights and fine-tune strategy in real time.

The member experience will be seamless with a combination of organic and sponsored content in their newsfeed. Members can engage with the content via “Like,” “Share,” and “Comment” options and they can also “Follow” the company that generated it.

"HCL Technologies was one of the select trial partners ahead of general availability for LinkedIn sponsored updates. As a consumer and provider of digital marketing services we derived significantly higher digital outcomes through this first in class initiative,” Abhishek Shankar, Head Digital Marketing and Brand Office.

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