LinkedIn has launched Carousal ads for Sponsored Content through which advertisers will be able to advertise their brand story in multiple ways. This unit of advertising contains various parts of sponsored content.
In a single business,ad advertisers will be able to feature as many as ten swipeable cards on which they can feature multiple visual elements that people can swipe while on the LinkedIn feed.
Carousal ads are already quite prevalent on the social media and social networking sites like Facebook, Twitter, Instagram, and search engines like Microsoft Bing and Google are already using it.
Through these ads, advertisers can tell a story through a series of images, display multiple offerings at once, present a single offering in-depth, and share multiple insights from a single piece of content. At this time, however, the video option is not available.
Rohan Rajiv, product manager of LinkedIn, states, “Because carousel ads are interactive and have eye-catching visuals, they stand out in the newsfeed. Stories become tangible and encourage the audience to engage with the brand on both desktop and mobile. Behind every decision-maker is a real person – and carousel ads let people show off the brand’s personality, which draws their audience in and helps them connect.”
In his blog post, Rajiv also mentioned that since the launch of the beta version, over 300 advertisers such as Hewlett-Packard Enterprise, RBC, and Volvo Canada have used these carousal ads to create campaigns telling stories about their products, services, and company.
Around 75 percent of beta testers found that there are an increased engagement and click-through rates, and they noted they would utilize carousal ads in their next sponsored content campaign.
“Carousel Ads can be purchased on a CPM or CPC basis,” Abhishek Shrivastava, LinkedIn’s director of product, wrote in an email to Search Marketing Daily. And although they may seem similar to the concept of carousal ads on Bing, Shrivastava confirmed that the idea and the technology did not come from the search engine.
LinkedIn has also started a webpage that gives information about carousal ads for two different campaign objectives. The first type will send people to the brand’s website or content, and the second type will collect leads using LinkedIn lead generation forms.