LinkedIn advertising is growing up. The company officially launched Direct Sponsored Updates today, a sign of maturity that has brands and agencies ready to invest more in the platform. Direct Sponsored Updates allow an advertiser to test, tailor and target messages similar to how they do on Facebook. Until now, brands could only sponsor messages that they first posted to their LinkedIn pages as organic content, limiting the freedom to test messaging without broadcasting to all followers and visitors to the page. "This is a big step for LinkedIn monetizing the feed," said James Borow, CEO of Shift, a marketing software firm and LinkedIn partner. "Organic content amplified only takes you so far, so it's opening up this inventory for true 'A/B testing' and sophisticate advertising." LinkedIn's ad business is still small compared to other social media rivals with similar propositions like Facebook and Twitter, but as a network of 300 million professionals, it is attracting B-to-B marketers. Also, more packaged-goods brands are starting to see the attraction of the platform and its data around people and jobs, Borow said. Last year, LinkedIn launched Sponsored Updates, a native ad that fits seamlessly into the site's experience, a format popularized by Facebook. However, on Facebook brands have had dark publishing capabilities—the ability to build different posts for different audiences and not necessarily show all of them on their business pages. LinkedIn has been testing a similar system for months, and said today that more than a dozen companies, including Comcast Business and NewsCred are trying Direct Sponsored Updates. "Companies can make their content more relevant by sending personalized messages to specific audiences," LinkedIn said in a blog post today. "It gives them the ability to test and retest a variety of content in real-time until they get it right." LinkedIn's ad revenue topped $100 million last quarter, growing 36 percent. The pace of growth was expected to slow when it announced second quarter results later this month, according to analysts. However, the company has been strengthening relations with the ad world, brands and agencies. LinkedIn has built up its ad delivery tools with technology partners, who buy on the site through software, and there are more publishing options for partners to create media there and track how well their posts perform. Mindshare managing director/senior partner Asli Hamamci works with a number of business-focused brands to buy ads on LinkedIn, and she said the Direct Sponsored Updates would be a big draw. "A lot of brands will jump to test the platform and make it part of their ongoing strategies," Hamamci said.
Samsung grabbed three of this week’s top YouTube videos on the Adweek/VidIQ top 10 video chart, two of which center around celebrities and athletes to prove that the company does more than sell phones and tablets. Samsung’s YouTube video for its music-streaming Milk service is this week’s No. 1 clip and includes cameos from Iggy Azalea, Little Dragon, Childish Gambino, John Legend, Lady Antebellum, Cold War Kids and Chromeo. The video has 22,800 views, 458 tweets and 882 Facebook shares. Samsung’s spot has been climbing up the chart for the past few weeks since it launched on July 2, thanks in part to a paid media push and underscores how the marketer is trying hard to compete against heavyweights Spotify and Pandora. Meanwhile, the second part of Samsung’s video series dubbed "The Match" makes its first appearance on the chart this week, claiming the No. 2 spot. The spot builds some post-World Cup buzz by enlisting soccer players Lionel Messi, Cristiano Ronaldo and Mario Götze in an epic six-minute battle. Since debuting on July 15, the video has been viewed 12 million times, shared 20,700 times on Facebook and 11,400 tweets. Samsung’s third top-charting video in the No. 5 spot positions the Galaxy Tab S tablet as the go-to device for a busy multitasking dad by pitting it against Apple’s iPad. The video shot up 78.6 percent week over week. Check out the top video clips below in the VidIQ-powered infographic. NOTE: Adweek's VideoWatch Chart, powered by VidIQ, reveals the Top 10 Branded Web Videos on YouTube every week. The chart tracks more than just pure views, as VidIQ incorporates sharing data from Facebook, Twitter and YouTube, among other data sources, in an effort to measure true engagement. Every video is also ranked with VidIQ’s proprietary Score, which helps judge the likelihood of a video being promoted in YouTube Related Videos, Search and Recommended Videos.
This touching 2004 spot via Goodby and directed by Noam Murro demonstrated the "power of good" to illustrate the brand's then-new tag "The Power of All of Us."In 2005, after six years with the client, Goodby lost the account to BBDO New York, which went on to create the cryptic "It" campaign, a multi-platform push that promoted the site as the place to get "whatever it is" shoppers are looking for.Continue reading at AdAge.com