To help marketers tap into the rising popularity of video content in the app, LinkedIn is launching some new ad options; it's also got some improvements for its automated campaign creation process.

First, LinkedIn's rolling out some updates for its Live Event Ads, which will provide more ways for businesses to display their promotions within live-stream broadcasts in the app.

This, LinkedIn says:

"We have continued to help marketers maximize their event strategy as Live Events on LinkedIn are up 14.4% in the last year, which is why we are introducing new Live Event Ads features".

Latest features include a new "Thought Leader Ads" option to like a members' post about the Live Event your Company Page is hosting. Promotions will tie directly into your event and deliver capacity to highlight user posts that assist in driving interest and targeting.

Brands who host a live event will also now be able to share a "sneak peek" of their broadcast, showing targeted users a 30-second video in their feed either during or after the event.
That should help drive more interest, showing people specifically what your event is about, helping hook people who may have expressed an interest.

LinkedIn is also expanding targeting options during the event setup process, so you'll be able to target a much more exact audience with your event promotions.

And remaining in video, LinkedIn is growing its "Wire" program, which allows brands to run in-stream video ads next to trusted publisher content in the app.
First available to a limited selection of partners within the U.S., LinkedIn is now making its Wire service available to European brands as well, providing marketers with another means into the in-stream popularity of video content.

LinkedIn reports that 63% of B2B buyers say short-form social video content helps inform their buying decisions, and LinkedIn's been looking to focus more on that element, via a new video tab in the app. LinkedIn also notes that video uploads in the app have increased 34% year-over-year, and this will provide another means for brands to hook into that element.
As part of this program, LinkedIn first partnered with Barron's, Bloomberg, Business Insider, Forbes, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo Finance for its Wire program. No word yet as to if it will expand this list to additional EU-specific publishers due to this update.

Finally, LinkedIn is launching some updates for its "Accelerate" automated campaign creation experience.

Originally launched in limited testing last October and then expanded to more ad partners in July, LinkedIn's Accelerate ad option uses AI to effectively automate the whole process of creating a campaign.
"We have heard from brands that have used Accelerate campaigns that they have seen significantly reduced costs-per-action, so now LinkedIn is introducing more options to enable more ad types".

For this quarter, marketers can attach a video or document ad like an eBook, whitepaper, or testimonial of a customer to an ad featuring a single image when creating an advertising campaign in Accelerate. We are also beginning to roll out new campaign objectives for Accelerate, which include brand awareness, engagement, website conversions, and video views. "
So now you will have more ways in which to leverage LinkedIn's fully-automated campaigns that might have a higher value and utility.

LinkedIn says all of the new formats and objectives will be rolled out slowly over the coming months.

Some useful updates: Relate to where LinkedIn is seeing significant engagement growth. These new elements offer more opportunities, which could help open up new pathways for your campaigns.