Helping Brands Engage and Influence Buyers with New Advertising Capabilities Published on Oct 14, 2024 Categories: Product News, Company News, Europe, EMEA
LinkedIn Corporate Communications
Share
LinkedIn
Facebook
Twitter
With 81% of B2B ads failing to gain adequate attention or drive recall, B2B marketers need more compelling ways to connect and engage with their buying groups who are turning to video, events and expert voices for information. Today, we're introducing new research to help marketers understand how buyers like to receive information. We're also sharing new capabilities for Live Events and adding more customization options in Accelerate, our AI campaign creation experience, including video ads and new campaign objectives.
Why This Matters: Capturing attention and engaging with the 95% of buyers who are out-of-market is one of the biggest challenges facing B2B marketers today, especially when 81% of B2B buyers choose to purchase from brands they already know on day one. Understanding how buyers like to receive information and then developing your marketing campaign based on those insights and your business objectives is critical.
What Buyers Need: Our new Business of Influence' research*, which surveyed over 1,700 B2B tech buyers in the US, UK and India, reveals how buyers look to receive information about new products. Global research finds:
Video is the most compelling form of content: 63% of B2B buyers say that short-form social video content helps inform buying decisions, with 80% of those who consume video content saying that video-focused influencer content is one of the most trusted forms of content in B2B.
Influencer content is critical during consideration: 67% of buyers, who are aware of B2B influencer marketing, say that influencer content plays a critical role in the consideration stage of the IT buying process.
B2B influencers must be subject matter experts: 53% of B2B buyers say that subject matter expertise is the most important trait for B2B influencers.
Expert content helps build trust: 67% of buyers who consume B2B influencer content say that B2B expert content helps build brand trust and creates awareness of different products and solutions.
Our data shows that video is now the fastest-growing format on LinkedIn, with uploads up 34% year-over-year, and according to the emarketer report, B2B Video Marketing in 2024,' LinkedIn is one of the leading B2B video platforms for brands.
About the New Product Capabilities
To help brands connect and build influence with buyers through multiple formats, including video, we're introducing new capabilities:
Live Event Ads: With Live Events on LinkedIn up by 14.4% in the past year and Thought Leader Ads generating 2.3x higher click-through-rate (CTR) compared to single image ads, we're introducing new features to allow B2B marketers to maximize registration and participation in their events. Coming this quarter, they can:
Promote a members post about the Live Event their Company Page is hosting with a Thought Leader Ad that links directly to the event to drive more registrations, views and engagement
Offer a sneak peek with a 30-second video appearing on LinkedIn to allow people to preview during and post-event to help drive registration and attendance
Regionally target who they want to invite when setting up the event to promote a more personalized event experience
Accelerate: With Accelerate campaigns showing up to a 42% lower cost per action** compared to advertisers who run a Classic Campaign with LinkedIn, we're continuing to introduce new functionalities to help B2B marketers tailor their campaign to achieve their marketing goals. This quarter, they will begin to have the option to add a video or document ad, like an eBook, whitepaper or customer testimonial, in addition to a single-image, when creating an advertising campaign with Accelerate.
And, to help them better achieve their campaign goals, we're also beginning to introduce new campaign objectives for Accelerate, including brand awareness, engagement, website conversions, and video views. All new formats and objectives will ramp slowly across the globe over the coming months, while the Accelerate beta is now available for lead generation and website visit objectives to all advertisers globally in all languages, with AI creative creation only available in English.
What Customers Are Saying
About Live Event Ads:
Reaching current and future customers through our events is critical for us to drive product awareness, adoption, and ultimately build the Salesforce brand. Over Dreamforce, we leveraged our Data Cloud and Marketing Cloud to identify CRM audiences to target within LinkedIn. With LinkedIn Live Event Ads, we were able to target AI-interested decision makers with relevant messaging, which resulted in an increase in quality viewerships and continued collaboration to grow our events pipeline.
Erin Oles, SVP, Strategic Events at Salesforce
About Accelerate:
"Accelerate has helped Advantive achieve astonishing success by helping drive significant leads to a number of our campaigns across our various verticals. By having the right team and tools at our disposal with LinkedIn, we have seen strong performance and are excited to only see that performance strengthen over time!"
Phillip Montalvo, Senior Manager, Demand Generation, Advantive
With Accelerate, we've been able to not only improve top-line metrics, such as decreasing our CPCs by more than 50%, but also be more efficient with campaign management and creative optimizations.
Veronica McGhee, VP, Paid Social Director, Cramer-Krasselt
Thanks to LinkedIns Accelerate campaign, we were able to reach a significant volume of potential clients with a cost-per-click that is competitive with other media and a click-through
North America Stories
27/03/2026
Orban Collaborates with Sage on Virtualized EAS Technology Demo
Brie Clayton March 26, 2026
0 Comments
Sage Alerting Systems (SAS), in cooperation wit...
27/03/2026
Berklee Alums Bring GIANT to Broadway Brian and Dayna Lee BM '13 met and fell in love at Berklee, and now their production companys first Broadway debut i...
26/03/2026
Extron and Audio-Technica have announced that their Design Solutions devices, Ce...
26/03/2026
SPORTEL Asia took place March 24-25 at the Orchard Hotel Singapore, drawing 370 participants representing more than 220 companies from 35 countries. Approximate...
26/03/2026
LTN will demonstrate satellite-to-IP migration solutions for broadcasters, cable networks, MVPDs, and station groups at NAB Show 2026 (Booth W2100).
The C-Ban...
26/03/2026
The Seattle Mariners have partnered with Daktronics to install an upgraded outfi...
26/03/2026
The Esports Foundation (EF) has awarded National Team Partner status to organizations and individuals across more than 100 countries and territories for the Esp...
26/03/2026
Telestream has announced expanded integration between its Vantage workflow platf...
26/03/2026
FOR-A Corporation has announced a partnership with Nippon TV and NVIDIA to distr...
26/03/2026
CBS Sports and the WNBA have expanded their partnership through a new long-term, multiplatform rights agreement. CBS Sports will feature up to 20 regular-season...
26/03/2026
Zac Brown Band will star in the Sunday Night Baseball show open on NBC and Peacock, NBC Sports announced. The open was filmed at American Family Field, home of ...
26/03/2026
Major League Baseball opens the 2026 season with nationally televised games across multiple media partners. Fans can visit MLB.com/Watch for a complete schedule...
26/03/2026
DIRECTV has announced an agreement to carry nine new MLB-operated team channels, covering the Cincinnati Reds, Detroit Tigers (Detroit SportsNet), Kansas City R...
26/03/2026
Nationals.TV, the Washington Nationals' local broadcast channel, is now avai...
26/03/2026
Starting Thursday, March 26, MLB.TV will be available on the ESPN App, giving fans access to more than 2,000 out-of-market regular season games. Fans can also r...
26/03/2026
By Matt Klein
Hello to everyone reading this - whether you're a current YEP, HPA member, or just YEP-curious. I'm Matt Klein, one of the co-chairs of t...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
28 participating companies, from start-ups to blue-chips, lead the UK Group as part of the GREAT Britain and Northern Ireland presence across all the Halls at N...
26/03/2026
Arkona Unveils BLADE//planner and Major Usability Enhancements at NAB 2026
Brie Clayton March 26, 2026
0 Comments
New graphical configuration tool and...
26/03/2026
Bitfocus showcases complete control at NAB Show 2026
Brie Clayton March 26, 2026
0 Comments
Continuing development drives advances in security, availa...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Nevion introduces powerful new Panel Builder to enhance VideoIPath broadcast con...
26/03/2026
2026 Oscar Nominated Films Powered by Blackmagic Design
Brie Clayton March 25, 2026
0 Comments
DaVinci Resolve Studio used on 27 of this year's no...
26/03/2026
Leader to present full suite of advanced Test & Measurement solutions at NAB Sho...
26/03/2026
Boston Conservatory to Present New England and Collegiate Premiere of Groundbrea...
26/03/2026
Back to All News
Have a Wish Worth Dying For? Netflix's First Korean YA Hor...
26/03/2026
Back to All News
The Truthers, Starring Jose Coronado and St phanie Magnin, Pre...
26/03/2026
Editor's note: This post is part of Into the Omniverse, a series focused on ...
26/03/2026
That gaming backlog won't clear itself - GeForce NOW is here to help. Stream the latest titles straight from the cloud across a variety of devices.
This we...
25/03/2026
Live match directors Sarah Cheadle (Sky Sports), Rob Levi (TNT Sports), and Andrew Swift (BBC Sport) sit down with the Premier League's Rachel Nightingale t...
25/03/2026
The senior from Upstate New York is manning the mic while also interning for the athletic department's sports-information team
In the live-sports-video ind...
25/03/2026
Synamedia has announced ContentArmor Edge Watermarking, a server-side solution t...
25/03/2026
SES has announced meoSphere, a medium Earth orbit (MEO) satellite network targeted for operation by 2030. The first phase will pair SES-developed software-defin...
25/03/2026
TVU Networks is working with Reuters on a phased migration from satellite to a c...
25/03/2026
Nielsen has announced three senior appointments. Seth Ladetsky has been named Head of Global Sports. Trevor Fellows will lead Nielsen's advertiser and agenc...
25/03/2026
Anoki and Amagi have launched In-Scene Ads powered by Anoki ContextIQ across Amagi's portfolio of in-content ad formats for Free Ad-supported Streaming TV (...
25/03/2026
Arkona Technologies will announce a series of enhancements to its BLADE//runner platform at NAB 2026 (Booth C.1808). The updates focus on usability and workflow...
25/03/2026
Daktronics has installed two tower displays and a video wall in the Lexus Club at Petco Park in San Diego ahead of the 2026 season.
Continuing to improve the ...
25/03/2026
MultiDyne Video & Fiber Optic Systems is celebrating its 50th anniversary as NAB Show 2026 approaches. The company was founded in 1976 by Vincent Jachetta, an N...
25/03/2026
IPC, a provider of integrated communication solutions, will make its NAB 2026 de...
25/03/2026
Live production categories were led by NBC, FOX, and ESPN's NFL coverage...
25/03/2026
The Atlanta Braves and Spectrum have announced a multiyear distribution agreemen...
25/03/2026
(L-R) Charlie Tyrell and Daniel Roher attend The AI Doc: Or How I Became An Apocaloptimist Premiere during the 2026 Sundance Film Festival at The Ray Theatre ...
25/03/2026
L3Harris Technologies and RFTEQ Pty Ltd signed a memorandum of understanding to ...
Helping Brands Engage and Influence Buyers with New Advertising Capabilities Published on Oct 14, 2024 Categories: Product News, Company News, Europe, EMEA 
