LinkedIn creates direct sponsored content updates to let advertisers test and tailor
LinkedIn has unveiled a new native advertising format - direct sponsored content – which gives brands the ability to personalise and test content in the newsfeed without having to originate posts on the company’s LinkedIn Company Page.
Essentially an unpublished version of LinkedIn sponsored updates, the service allows users to customise messages for different audiences, test alternate variations of their creative and control what gets published to their Company Page.
Ashvin Kannan, senior director of engineering, marketing solutions, at LinkedIn, explained: “Through direct sponsored content, companies can make their content more relevant by sending personalised messages to specific audiences.
"It gives them the ability to test and retest a variety of content in real-time until they get it right. Doing so allows for enhanced performance as they aim to connect with audiences, nurture relationships and generate quality leads.”
The update has been created with sponsored update partner AdStrike, providing bulk management, offers alerts for engagement milestones and analytics for posts.