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
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Zero in on one that says yes (and no)
Andy Marken May 29, 2026
0 Comments
Hero image courtesy of Deposit Photos
For content creators the most difficu...
29/05/2026
With InfoComm 2026 just weeks away, NDI is giving attendees plenty of reasons to...
29/05/2026
Reaffirming a partnership that has defined Canadian sports broadcasting since 19...
29/05/2026
Mobile/tablet is No. 2 device for watching TV, suggesting that the sports-production industry needs to take another look at the format
Ring Digital's Sprin...
29/05/2026
Berliner Ensemble, one of Berlin's five major theater companies, has expande...
29/05/2026
Solid State Logic will showcase its new compact, fly-away TCA Tour audio product...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, passed away last month on April 12 ...
29/05/2026
Paramount+ will be the English-language U.S. home for Barclays Women's Super...
29/05/2026
Further strengthening its virtualisation strategy to fully support broadcasters ...
29/05/2026
Swiss broadcaster Canal Alpha has deployed Harmonic's award-winning, software-based XOS Advanced Media Processor to modernize playout operations across cant...
29/05/2026
PTZOptics will showcase a new generation of intelligent video workflows at InfoComm 2026, June 17-19, Las Vegas. Visitors to booth N8227 will see how PTZOptics ...
29/05/2026
Arizona's Family has launched the Arizona's Family Sports (AZFS) streaming app, a new direct-to-consumer destination for live, local sports. The app is ...
29/05/2026
Starting in 2027, DAZN will be the exclusive home of The Canadian Football Leagu...
29/05/2026
Comcast Business has detailed the advanced network infrastructure it has deploye...
29/05/2026
In two-day event, leaders from academia and industry explored solutions to chall...
29/05/2026
The Basketball Tournament (TBT), now entering their 13th year of competition, ha...
29/05/2026
Roku has launched FOX One as a Premium Subscription on The Roku Channel in the U.S. Roku customers can now subscribe to FOX One using their Roku account for liv...
29/05/2026
In its sixth year, the broadcaster's coverage has become a global brand and ...
29/05/2026
Ratings Roundup is a rundown of recent ratings news and is derived from press re...
29/05/2026
The days are getting longer, the temperatures are rising, and playlists are filling up for the season. With summer around the corner, Spotify's global edito...
29/05/2026
New retro-inspired MPC announced
There are few devices that have gained the status held by Akai Pro's MPC range, and in recent years, the company have s...
29/05/2026
Save up to 30 on acclaimed titles
Following a successful launch at Superbooth 2026, Bjooks have revealed that they will be continuing the Kickstarter campa...
29/05/2026
Binaural monitoring application improved
Genelec have just released an update that brings some powerful new features to their HRTF-based binaural headphone ...
29/05/2026
6 June 2026 at SAE Institute, London, UK
IMSTA FESTA 2026 is almost upon us, with some of the biggest names in pro-audio set to descend upon SAE Institute i...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, died April 12, 2026, at his home in...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Comparing 5 AI Video Enhancers for Restoring Old Video Quality
Kate Luvis May 29, 2026
0 Comments
Digitizing VHS, MiniDV, and other legacy formats doe...
29/05/2026
Studio Hamburg Builds New Post Pipeline with DaVinci Resolve Studio
Brie Clayton May 29, 2026
0 Comments
Workflow replaces a patchwork of legacy tools...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
At the Intersection of Music and Dance, an Epic Collaboration Boston Conservatory musicians and dancers found creative parallels in their recent performance o...
29/05/2026
May 29 2026, 09:00 (PDT) Dolby and rednote Bring More Immersive Storytelling to...
29/05/2026
Something fundamental has shifted in how people consume media. Audiences aren't abandoning television or radio content; they're just expanding how, wher...
29/05/2026
Youtube exclusive special drops today
Watch now
UKTV today announces another e...
29/05/2026
Back to All News
The Official Trailer of Physical 100 Italy, on Netflix From Se...
29/05/2026
At just 20 years old, Sean Melia from Summerhill Co. Meath has been revealed as the winner of Super Garden 2026. Sean is the youngest ever contestant and winner...
29/05/2026
Experimental HIV vaccine achieves a long-sought goal In a first for the field, all non-human primates given a new series of vaccines generated antibodies capabl...
Helping Brands Engage and Influence Buyers with New Advertising Capabilities Published on Oct 14, 2024 Categories: Product News, Company News, Europe, EMEA 
