Introducing LinkedIn Direct Sponsored Content
Test and optimize sponsored content performance, without publishing to your Company Page
July 24, 2014
At LinkedIn we strive to give our customers the tools they need to engage with the audiences they desire. This mission is the cornerstone of our Marketing Solutions business, and today we’re adding more benefits with the launch of Direct Sponsored Content. An expansion of our Sponsored Updates product, this new solution gives brands the ability to personalize and test content in the newsfeed without having to originate posts on their LinkedIn Company Page.
Through Direct Sponsored Content, companies can make their content more relevant by sending personalized messages to specific audiences. It gives them the ability to test and retest a variety of content in real-time until they get it right. Doing so allows for enhanced performance as they aim to connect with audiences, nurture relationships and generate quality leads. Direct Sponsored Content also lifts limitations on who can, and cannot, post in the feed. Because content doesn’t have to start on the Company Page, different business units can try content specific for their audience with the Company Page administrator’s approval.
We’re launching Direct Sponsored Content through our campaign manager and our Sponsored Updates partners. Comcast Business and NewsCred are among the more than a dozen companies participating in the pilot.
It's been an exciting year for Marketing Solutions. Our Sponsored Updates product has increased the engagement levels of our members and advertisers, and is now 19% of our Marketing Solutions revenue. It’s our goal to continuously enhance this product, and it’s through efforts like Direct Sponsored Content that we reinforce our commitment to do just that.
If you’re a current Marketing Solutions customer, talk to your account executive about leveraging Direct Sponsored Content for your next campaign. Not a current customer? Get started here.