LinkedIn adds targeted ads
LinkedIn is leveraging its data to deliver targeted advertising to different audience segments in what it is touting as ‘the most effective way for marketers to reach, nurture and acquire professional customers on and off the LinkedIn platform’. LinkedIn Lead Accelerator is the bullish name of the core product fuelling this ad effort, and the launch follows LinkedIn’s $175 million acquisition of B2B marketing outfit Bizo in August 2014 - the pro social network has now integrated the company’s ‘Multi-Channel Nurturing’ into the targeting programme.
LinkedIn has also rolled out a brand new ad network in the shape of its LinkedIn Network Display offering, which enables brands to engage professional audiences with display ads both on LinkedIn and off-platform across thousands of publisher sites on the web.
“Our goal is to be the most effective platform for marketers to engage with professionals, says Josh Graff, senior director, LinkedIn EMEA, the former CEO of Bizo.
LinkedIn boasts a registered user base of 347 million professionals, largely well-educated and pretty affluent, and the social network knows their age and professions, as well as something of their connections. LinkedIn revenues from its marketing solutions offerings totalled $153 million in the fourth quarter of 2014, and the company will be hoping to boost those ad dollars with the new rollouts.