LinkedIn has introduced Live Event Ads, a global ad format companies can use to promote their live event before, during, and after it takes place.
According to LinkedIn data, the number of professionals viewing events on LinkedIn has grown by 34% year-over-year.
LinkedIn Australia's MD and head of enterprise solutions, APAC, Matt Tisdale, said with only 5% of buyers in-market for a new purchase at any given time, it’s imperative for companies to consistently engage their audience in creative ways across multiple channels – from live events to video ads – to ensure their brand is memorable when it's time to buy.
"With the introduction of LinkedIn’s Live Event Ads, brands can share their live event with the right people, nurture an online community, and build their brand with decision makers," he said.
"This ad format offers brands the opportunity to create an authentic, two-way dialogue with audiences, to bolster trust and reputation.”
LinkedIn is also introducing other ad offerings and measurement tools to help brands drive impact in a competitive environment including sponsored articles, an ad format that allows brands to sponsor long-form articles and share valuable thought leadership content with the right audience at the right time, and dynamic Urchin Tracking Modules (UTMs) that automatically adds UTM parameters to track the impact of LinkedIn ads on web traffic.
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