Video Ads Are Finally Coming to LinkedIn

The site is running a closed test for sponsored content

LinkedIn video ads will initially debut on mobile, with desktop to be added soon iStock

When LinkedIn began allowing users to upload videos in August, video ads seemed like an inevitability, and they are now one step closer.

LinkedIn announced today that it is running a closed beta test of video for sponsored content “with a limited number of advertisers.”

Prudential Financial and Microsoft Canada are part of the several hundred companies in the initial test group, and LinkedIn said it plans to make video for sponsored content available to all brands in the first half of 2018.

These new video ads will initially debut on mobile, with desktop to be added “in the near future.”

The Microsoft-owned professional network said these video ads will appear as stand-alone posts alongside other LinkedIn content, and the “Promoted” label will be affixed to those posts.

Brands will be able to upload video content via Campaign Manager, their company pages or their showcase pages, and that content can then be promoted as part of sponsored content campaigns.

Video ads will offer brands the same targeting option as other LinkedIn advertising options—targeting via data from member profiles, such as company size, geography and job title, as well as via LinkedIn Matched Audiences.

LinkedIn’s reporting tools will also provide advertisers with metrics such as view count and views by percentage of completion, and LinkedIn said more video-specific metrics will be added to its campaign reporting “in the coming months.” David Cohen is editor of Adweek's Social Pro Daily.