For marketers trying to reach business audiences, this new LinkedIn ad feature is something to sing about. For advertising folks, it might be a nightmare, depending on how creative the slideshow is. Imagine this – you can include your slide presentation in an ad. It’s turning the humble Powerpoint into a new form of interactive advertising.
Here’s how it works.
On your LinkedIn page, you have a sidebar area where text ads are included. Now, you will see the Slideshare box in that sidebar. (See red outlined area.) It’s a Slideshare presentation sized down for the ad dimensions. You will be able to click on it and see the presentation without leaving LinkedIn. You will only be served an ad if you are the target audience.
The concept was initially tested with GE and Constant Contact with success. The ads are called SlideShare Content Ads. They will appear as a “sponsored presentation,” and users can click through it within the advertisement or they can expand it into a full-page view. It’s also a way to acquire leads through links and information capture.
For us advertising geeks, here’s the scoop from Adweek: “The ads are being priced on a cost-per-thousand-impressions basis and can be targeted to LinkedIn users’ profile information, such as company name or size, seniority and job function, said a LinkedIn spokesperson. In terms of reporting metrics, “LinkedIn provides an aggregate of non-personally identifiable profile and demographic data of members who see a campaign. This includes things like the job function, industry and seniority of those that view and click. Also included is content viewing metrics like number of views, average time on presentations, and average time spent per slide,” the spokesperson said.”
These LinkedIn folks are pretty smart. They purchased Slideshare last year and we are now seeing the fruits of their labor. They recently launched their Influencer prominent blogger program. And now there is chatter about the purchase of my favorite news reader Pulse. Imagine what they can do with that platform. LinkedIn is definitely building a unique business content platform.