LinkedIn develops dynamic cloud based ad platform

Professional networking service LinkedIn is looking to the future of online banner ads after teaming up with Flite to create a new breed of dynamic ad platform which updates in real time.

Google currently dominates the $17bn online display ads sector but with this market projected to grow to around $200bn Flite believes it can carve out a slice of the action for itself.

Eschewing the static images of present the new breed of ad more closely resembles a “miniature website”, incorporating video, polls, forms and social media content.

Publishable on the web, mobile or inside Facebook each “unit” is predicted to register an improvement in ROI of a multiple of eight and 20.

LinkedIn is keen to skip the middle man in its advertising and develop its own ad units in a drive to convince brands to work directly with the firm.

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Staff Writer

The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

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