LinkedIn Unveils Live Event Ads: Boost Engagement and Brand Awareness for Your Events

LinkedIn is introducing a powerful new tool for businesses: Live Event Ads. This innovative advertising format aims to help companies leverage the growing popularity of online events to achieve several key objectives:

• Increase Event Registrations: Drive participation in your virtual or hybrid events by reaching a wider audience of relevant professionals on LinkedIn.

• Enhance Brand Awareness: Showcase your brand and its expertise to a targeted audience of potential customers and industry leaders.

• Drive Measurable Results: Track the effectiveness of your event marketing efforts and demonstrate the return on investment (ROI) for your events.

Why Live Event Ads? The Rise of Online Events

Live events are experiencing a surge in popularity, particularly among professionals seeking new avenues for learning and networking. LinkedIn data reveals a significant 34% year-over-year increase in the number of professionals viewing events on the platform. This trend highlights the growing importance of online events as a valuable tool for professional development and industry connection.

Reaching the Right Audience: Targeted Promotion Throughout the Event Lifecycle

LinkedIn Live Event Ads empower businesses to promote their events across all stages of the event lifecycle:

• Pre-Event Promotion: Generate excitement and drive registrations by promoting your event well in advance.

• During-Event Engagement: Maintain audience interest and participation throughout the event using targeted ads.

• Post-Event Follow-Up: Stay connected with attendees and nurture potential leads after the event concludes.

Building Brand Reputation Through Authentic Engagement

Matt Tindale, Head of Enterprise Solutions, APAC, at LinkedIn, emphasizes the significance of Live Event Ads in fostering deeper brand connections: "With only a small percentage of potential buyers actively looking to make purchases at any given time, consistent and creative audience engagement is crucial. Live Event Ads enable brands to share their events with the right audience, fostering an online community, and building brand recognition with key decision-makers."

Live Event Ads go beyond traditional advertising by facilitating a two-way dialogue between brands and audiences. This interactive approach allows companies to build trust and enhance their reputation.

Beyond Live Event Ads: Additional Tools for LinkedIn Marketing Success

In addition to Live Event Ads, LinkedIn is rolling out a suite of new features designed to empower businesses to achieve marketing success on the platform:

• LinkedIn CTV: This innovative offering allows brands to target and reach professional audiences in North America who stream television content on connected devices. Building upon the success of In-stream Video Ads, LinkedIn CTV is designed to help companies launch and scale effective CTV campaigns across a network of trusted publishers on LinkedIn.

• Sponsored Articles:  A new ad format enabling brands to sponsor informative long-form articles and share valuable thought leadership content with a targeted audience at the most opportune moments.

• Dynamic UTMs:  Streamline campaign performance analysis with Dynamic UTMs, a new feature that automatically adds UTM parameters to LinkedIn ads, enabling businesses to efficiently track the impact of their campaigns on website traffic.