LinkedIn has introduced video ads on their social media advertising platform to target to its 175 million members. The new video ads will appear in the standard 300×250 ad units across the LinkedIn site and will compete with traditional text and image ads for impressions.
The targeted video ads take over the entire ad space when clicked and allow LinkedIn users to click directly through to an advertiser’s site once the video has completed playing. In addition, advertisers can target professionals by job title or function, industry, geography, company size or name as well as other targeting options for these video ads.
Advertisers can create video ads on LinkedIn by using existing YouTube videos. When creating a new video ad, advertisers can enter the YouTube video URL during the ad creation process.
These video ads are available on pay-per-view and pay-per-click models and can be created without having a set media buy. Advertisers can set daily budgets for a campaign as low as ten dollars per day with a minimum cost-per-click of two dollars.
The network says that video ads have a three time higher click through rate than regular ads on the network. The average click through rate on LinkedIn is approximately 0.20%.
Below is a screen shot of how to create a video ad on LinkedIn.
Twitter recently announced that it is taking its advertising to a new level – it will allow advertisers to target Promoted Tweets and Promoted Accounts to a set of interests that advertisers can specifically choose. Twitter says that by targeting people’s topical interests, advertisers will be able to connect with a greater number of users and deliver tailored messages to people who are more likely to engage with advertisers’ Tweets.
There are two methods of using Interest Targeting on Twitter. There first method, a broader reach, allows advertisers to target more than 350 interest categories, from movies and television to style and fashion. Below is a sample of the Interest Targeting categories available on Twitter.
The second method allows advertisers to get more specific in targeting the Twitter universe, by allowing advertisers to create custom segments by including certain @usernames that are relevant to the product. Twitter says that custom segments let you reach users with similar interests to that @username’s followers, but do not let you specifically target the followers of that @username. This second method allows advertisers to find users who are not followers of your brand but have similar interests.
In addition, the social platform will be lowering the minimum bid to one penny for all of their Promoted auctions. It will be interesting to see how Interest Targeting compliments Promoted Tweets and Promoted Accounts.
The social network is set to launch a new advertising service that will allow advertisers to retarget users and bid in real-time based on a user’s recent browsing activity. The new service will be called Facebook Exchange and is rumored to be available within a few weeks. A Facebook spokesperson said that pricing will based on a cost per thousand impressions (CPM) and ad spots will be sold via third-party vendors.
Facebook Exchange will target users by tracking cookies and the partner sites will then use these cookies to identify Facebook members. The social network will not allow its members to block these cookies and will leave it to the third-party vendors to take responsibility for giving the users the opportunity to opt-out.
The third-party vendors include Triggit, Turn, DataXu, MediaMath, AppNexus, TheTradeDesk and AdRoll.
There has been no word of any changes to the current Facebook advertising options, where advertisers can target its members by using specific demographic data alongside user Likes.
The Google Display Network (GDN) offers a similar product via Remarketing, however, the new Facebook Exchange product will allow advertisers to target people who like specific products or brands, allowing advertisers the ability to reach extremely targeted audiences. It will be interesting to see how the Facebook Exchange platform can supplement advertisers’ paid search marketing efforts and Remarketing campaigns through the GDN.