LinkedIn expanded its BrandLink video advertising program to include more publishers and creator-led shows, enabling pre-roll ads and revenue sharing. Brands can sponsor four- to six-month campaigns with creators posting short-form videos and run about 15-second pre-rolls and sponsor-exclusive shows with in-content branded spots. AT&T Business, IBM, SAP and ServiceNow are sponsoring debut shows featuring named creators. LinkedIn has added more than 70 publishers and creators since the program's launch, and the number of creators on the platform nearly doubled since 2021. BrandLink revenue rose nearly 200% in the three months to June 30 from the prior quarter.
LinkedIn is expanding its video advertising program, adding new publishers and creator-led shows to draw marketing dollars. The Microsoft-owned platform for professionals said on Monday that AT&T Business, IBM, SAP and ServiceNow will sponsor the debut season of four video programs as part of an expansion of its BrandLink program. Launched last year as a publisher-focused Wire Program, LinkedIn rebranded it in May to include creators.
AT&T Business will sponsor "Small Business Builders," featuring creators such as Candace Nelson and Marina Mogilko; IBM will back "Founder's Blueprint," with Guy Raz and Kara Goldin; SAP will support "AI in Action," with Allie K Miller and Bernard Marr; and ServiceNow will sponsor "The CEO Playbook," with Steven Bartlett and Dorie Clark. "Advertisers are incredibly interested in connecting with people who make decisions, particularly in the business-to-business marketplaces," Matthew Derella, vice president of LinkedIn Marketing Solutions, said in an interview.
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