LinkedIn has announced a new expansion of its Wire video promotion offering, which enables brands to place their video ads alongside premium publisher content in the app.
As you can see in this example, through the program, brands can place their video ads at the beginning of a chosen publishers’ video clip (pre-roll), adding a level of association with manually selected professional content that could help to improve branding and resonance.
Originally launched with selected partners in June last year, LinkedIn expanded its Wire offering to EU publishers last October.
And now, it’s opening up Wire ad placement access to more brands.
As per LinkedIn:
“Aligning your brand’s message to publisher content in a format that resonates with buyers will support memory recall when it’s time to buy. We’re testing the Wire Program with a limited number of publishers, like Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal and Yahoo Finance to help you reach buyers who are consuming more-and-more digital video.
LinkedIn says that brands can now identify participating publishers that they want to place their video promotions with, then select those as placements within Campaign Manager, via its self-service in-stream video ads offering.
It could be a good consideration, and with overall video watch time on LinkedIn up 36%, there’s clearly an audience ready to consume this content.
The Wire program enables you to hook into this, and it could be a valuable consideration for your next LinkedIn video campaign.
You can learn more about LinkedIn’s Wire program here.
