LinkedIn, has enjoyed a sensational start to 2016, with net ad revenue soaring to $154.1 million.
The boost for the business-centric social network’s ad service, ‘Marketing Solutions’, can be attributed largely to a change of focus from banner ads, in favour of sponsored content. 56% of LinkedIn’s ad revenue – worth $86.3 million – is now earned through sponsored content. That’s a yearly increase of around 80%. Meanwhile, the site’s display ad revenue fell by 30% over the same period, to a figure in the region of $15.4 million.
Display advertising through LinkedIn still has its place, but this boom in sponsored content revenue is more than just a signal of LinkedIn’s commercial strategy – it’s a reflection of advertisers’ preferences, which points to a growing superiority.
Sponsored content can be valuable in and of itself to the user; banner ads can be perceived as spammy distractions. Sponsored posts are compatible with mobile; banner ads are not.
If LinkedIn is one of your advertising channels, now would be the time to focus on sponsored posts. The best examples wed graphics with copy – especially in an infographic format. Undiluted sales messages have a tendency to fare worse than content that offers immediate, useful information to the reader, free-of-charge.
[mailchimpsf_form access=”web” title=”For more like this sign up to our Newsletter” description=”Sign up now for the latest digital marketing best practice, trends and news.
You will also get our Digital Marketing Tookit when you sign up.
We will not email you more than twice a month and we will never pass on your details to anyone else.