The amazing rise of mobile advertising makes businesses adapt and LinkedIn is one of the best examples. The social network for professionals will begin to offer advertisers the option to buy display ads tailored specifically for desktop users.
Marketers will be able to buy ads through LinkedIn‘s Private Auctions system or open auctions, says Ad Week. They can use the network’s targeting of audience segments, as well as third-party data, the same source mentions.
Things will get way bigger!
Russel Glass, the company’s head of products, declared that this is just a part of a bigger plan, aiming to give a new look to LinkedIn‘s ads business, making everything simpler.
“We don’t want to reinvent the wheel,” Mr. Glass said in an interview. “We want to build table stakes capabilities into our platform in a way that highlights our differences, but is kind of what marketers have come to expect.”
The announcement marks the first time the network has offered programmatic for display ads, as until now it has been offering just sponsored content. However, the latter had a huge impact on LinkedIn‘s growth, helping their advertising business grow 80 percent in the first quarters of the past years.
The Microsoft deal could be the start of something amazing
Also, let’s not forget that the network is on the verge of being acquired by Microsoft, for a whooping $26.2 billion, a move which could have a huge impact on their advertising business. No details about this were given by Russel Glass though, but rumors are pointing to something related to the CRM area.
“If you think about Microsoft being the world’s leading professional productivity cloud and you think about LinkedIn being the world’s leading professional network, it doesn’t take much of a leap to think about the opportunities that are possible by bringing those two things together,” he said.
Currently, LinkedIn has 430 million users, but a very slow growth rate, ad revenues being expected to go up with 20.5 percent this year. On the other side, in 2015, it had an insane mobile growth rate, of 170 percent.