Sponsored Content: is posted onto members’ LinkedIn feed (Exhibit 17.8), allowing advertisers to target audiences beyond their organic reach. Marked “promoted”, this is a form of native advertising — it is intrinsic to the browsing experience and does not interrupt the stream of content.
Sponsored InMail is a direct way to engage with prospects on LinkedIn by delivering targeted, personalized messages, such as the one shown in Exhibit 17.9. InMail notifications are prominently displayed on the LinkedIn homepage and in members’ inboxes for high visibility that cuts through the clutter. This boosts conversions, provided the products and services are well targeted.
InMail can be intrusive, and should therefore be used sparingly and only where appropriate. It is effective when personalized such as for invitations to events and conferences.
Self-serve display ads are cost-effective. Advertisers can run these ads for as little as US $10 per day, and finely target audiences on demographics such as company, function, job title, seniority, school, skills, age, gender and more.
Self-serve display ads appear on the sidebar or at the top. As depicted in the self-service ad development interface, Exhibit 17.10, these ads comprise the following elements:
Premium display ads afford more freedom for creative expression through wider choice of placement and size of insert. The options include:
Medium Rectangle (300 x 250 pixels): Placed on the right side of home, profile, company, or group pages.
Wide Skyscraper (160 x 600 pixels): Also on the right, these tall ads are shown on members’ inbox and message pages.
Textlink: As shown in Exhibit 17.11, textlink ads compose of a line of text placed at the top of users’ home, profile, company, group, and message pages.
Leaderboard (728 x 90 pixels): These image ads appear at the page bottom.
Dynamic ads (Exhibit 17.12) are display ads that allow the advertiser to use dynamically generated images from LinkedIn members’ profiles. By personalizing the content in this manner, these ads tend to be more engaging.
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