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...
07/05/2026
Journalists reporting on Sudan are working in one of the most complex and fast-m...
07/05/2026
Multi-year partnership positions Victory+ as a free home for Dallas Cowboys orig...
07/05/2026
From sideline reporting to directing and producing, the talented sophomore is building a well-rounded foundation for a career in live sports production
In the ...
07/05/2026
Cobalt Digital has received two Future Best of Show awards at NAB Show 2026. The COBALT blueCORE platform was recognized by TV Tech, and the COBALT PACIFIC ULL-...
07/05/2026
ESPN analyst Mina Kimes will host the televised semifinals and finals of the 202...
07/05/2026
Bitmovin has announced that MUBI, the global film streaming platform, has selected Bitmovin as its cloud VOD encoding partner. Bitmovin's encoding infrastru...
07/05/2026
NBCUniversal Telemundo Enterprises and the U.S. Soccer Federation have announced...
07/05/2026
Angel City Football Club (ACFC) and Victory have announced a regional broadcast partnership bringing live match coverage to fans across the greater Los Angeles...
07/05/2026
Spiideo has announced the launch of AI Highlights inside Spiideo Play, its automated sports production platform. AI Highlights combines video, event data, audio...
07/05/2026
Leostream Corporation has announced a unified remote access ecosystem for high-p...
07/05/2026
The Atlanta Dream has partnered with Victory to stream all locally broadcast Dream games for free, expanding the team's digital distribution strategy and g...
07/05/2026
Riedel Communications has announced the appointment of Marc Engroff as Chief Fin...
07/05/2026
SES and ARD, Germany's largest public broadcasting network, have announced a long-term extension of their satellite distribution partnership through 2039. U...
07/05/2026
UpLight Technologies delivers a flexible video and lighting system for a new televised sportLaunching the Pro Cheer League required more than creating a compell...
07/05/2026
Full Day Productions and GSE Worldwide have announced Spikes Under the Lights, a...
07/05/2026
Seit dem Start im Jahr 2023 hat DJ (Beta) das personalisierte H rerlebnis von 94...
07/05/2026
Da quando stata presentata nel 2023, DJ (beta) ha aiutato a definire un'esperienza d'ascolto pi personalizzata per 94 milioni di utenti Spotify Premi...
07/05/2026
Since launching in 2023, DJ (beta) has helped shape a more personalized listenin...
07/05/2026
Desde o lan amento em 2023, o DJ (beta) j ajudou a deixar a experi ncia de ouvi...
07/05/2026
From our earliest days, Spotify has been built on a simple principle: Great audio should be easy to reach. It's what's driven us to expand from music to...
07/05/2026
Asian and Pacific Islander artists continue to shape the global soundscape, pushing creative boundaries and connecting with fans worldwide. This Asian & Pacific...
07/05/2026
Company announce long-requested choir instrument
In the latest expansion of their Symphonic Elements series, UJAM have introduced an all-new vocal instrumen...
07/05/2026
Modular-inspired sound generation with digital control
Buchla have introduced Ziggy, a new compact synthesizer built around the company's complex oscill...
07/05/2026
Combines analogue voices with digital synthesis and sequencing
Polyend have announced Drums, a new hybrid analogue and digital drum machine that combines sy...
07/05/2026
Control surface now officially supports four DAWs
When Nektar launched the Panorama CS12 control surface, it worked exclusively with Apple's Logic Pro, ...
07/05/2026
In the first quarter 2026, SGL Carbon generated consolidated sales of 184.5 million, which was 49.8 million, or 21.3%, lower than in the prior year (Q1 2025: ...
07/05/2026
Rohde & Schwarz and Greenerwave achieve precise and fast ESA antenna characteriz...
07/05/2026
Two multi-role L3Harris products - the Red Wolf launched effects vehicle and SK...
07/05/2026
L3Harris will be developing key features of a secure and resilient digital infra...
07/05/2026
Alysa Liu and Shohei Ohtani Help Drive Viewership as 91 of the Top 100 Broadcast...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
Cobalt Digital Wins Two Future Best of Show Awards at 2026 NAB Show
Manufacturer Recognized by TV Tech and TVBEurope for Innovation in signal processing
Cobal...
07/05/2026
Software and hardware platforms, AI power and user-friendliness on show...
07/05/2026
Intinor will demonstrate its latest technical enhancements for the Direkt series at BroadcastAsia 2026. With a continued focus on reliable contribution and remo...
07/05/2026
Bitmovin has announced that MUBI has chosen Bitmovin as its cloud VOD encoding partner, replacing MUBI's legacy on premises encoding setup to improve scalab...
07/05/2026
Meet Graduates from Berklees Class of 2026 Members of this years graduating class reflect on their proudest moments at Berklee and look ahead to whats next.
...
07/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/05/2026
At BroadcastAsia 2026, Interra Systems will demonstrate its latest innovations in automated quality control (QC), real-time monitoring, and captioning. The comp...
07/05/2026
At this year's Broadcast Asia, PlayBox Neo is set to unveil recent innovations across its PlayBox Neo Suite and integrated range of broadcast media solution...
07/05/2026
Strategic three-year partnership marks delivery phase of BFBS' next-generation media vision
Media organisation and military charity BFBS (British Forces Br...
07/05/2026
Amagi, the agentic industry cloud platform for unified broadcast, streaming, and monetization, today announced the availability of its In-Content Ads offering v...
07/05/2026
Lightware Visual Engineering has developed Rack Taurus for rack-based environments such as education and corporate training spaces. It enables clean and simple ...
07/05/2026
Jigsaw24, the UK's leading media equipment supplier and systems integrator, will showcase its expanded end-to-end workflow capabilities at MPTS 2026, signal...
07/05/2026
Ease Live, an Evertz company, today announced that it has been granted a US Patent for its proprietary graphical overlay technology, the foundation for interact...
07/05/2026
Test & measurement innovator Leader Electronics of Europe will present an extensive range of Leader, PHABRIX and LeaderPhabrix test and measurement solutions at...
Helping Brands Engage and Influence Buyers with New Advertising Capabilities Published on Oct 14, 2024 Categories: Product News, Company News, Europe, EMEA 
