Less than two months after finally introducing native video, LinkedIn has introduced native video adverts.
Still in closed beta phase, the new offering will live directly on a feed as a stand-alone post (as opposed to pre or post-roll adverts). The video adverts will look like any other piece of content on LinkedIn's feed but will be marked as "Promoted".
For now, video adverts will be served only on mobile, but will be pushed out to desktop in the "near future".
"Since we launched native video back in the summer, the majority of my conversations with brands and agencies have begun with them asking when we would release native video adverts," said Tom Pepper, director and head of LinkedIn Marketing Solutions UK. "We are all therefore very excited to be trialling video adverts on LinkedIn, giving advertisers the opportunity to reach an engaged professional audience."
When this offering is fully rolled out, advertisers will be able to post video through LinkedIn Campaign Manager, their company pages or their showcase pages.
They can then promote video content as part of sponsored content campaigns and target audiences with the same targeting options as other LinkedIn ad products. This includes targeting based on company size, geography and job title, as well as using the matched audiences offering.
Advertisers will also be able to track view count and views by percentage of completion. LinkedIn plans to update its campaign reporting with more video-specific metrics in the coming months.
LinkedIn is currently trialling sponsored video with several hundred customers and has plans to make it available to all marketers in the first half of next year.
This article first appeared on our sister site, Campaign