In this week’s marketing news roundup I will be focusing on LinkedIn’s new B2B ad services and B2B marketers turning to digital.
LinkedIn Launches B2B Ad Services
Last week LinkedIn launched two new ad products, Lead Accelerator and Network Display. These allow B2B brands to search for sales leads and place ads across various websites as well as its own. The professional social network has partnered with AppNexus to deliver ads based on LinkedIn data not only on LinkedIn’s site and apps, but a network of 2,500 of other business-focused websites.
This announcement follows LinkedIn’s recent acquisition of B2B marketing platform Bizo. The acquisition, which cost the social media company $175 million, looks like it has been busy with its new toy as it’s set to take on the advertising world.
Source: Marketing Week
To reach these users, LinkedIn’s Network Display will use its targeting insights to retarget visitors to third party websites and on its own platform. This will allow marketers to deliver relevant content to the right audience.
It seems this is just the beginning of LinkedIn’s expansion into the B2B marketing space. With these type of offerings and access to 347 million professionals, LinkedIn’s positioning looks promising.