LinkedIn announces Audience Network

LinkedIn’s Audience Network is a native advertising network that allows marketers to reach their targeted audiences beyond the LinkedIn platform. By placing sponsored content on high quality, third-party publishers across mobile and desktop, marketers can now reach their professional audience beyond the LinkedIn news feed and increase their ROI and marketing footprint. The LinkedIn Audience Network launches after an extensive beta program with more than 6,000 LinkedIn advertisers. On average, participants saw a 3% to 13% increase in unique impressions, and up to an 80% increase in unique clicks. “The LinkedIn Audience Network is designed to increase your marketing footprint beyond the LinkedIn platform so you can extend your campaign’s reach, deliver on your budget more easily, and get your content in front of the right people, wherever they are,” said the company.

Gyawu Mahama.
Gyawu Mahama.

One example is Hiscox, a financial services and insurance provider, that improved its campaign reach and performance by running their sponsored content on the new network. “When we reviewed campaigns that ran on the LinkedIn Audience Network, we saw a level of engagement that was nearly four times greater than the benchmark for the financial services industry,” said Gyawu Mahama, U.S. Communications and Marketing Manager at Hiscox.

Understanding your campaign performance is crucial to measuring your advertising ROI, said LinkedIn. “When you deliver ads on the LinkedIn Audience Network, you can download performance reports that include clicks, impressions and engagement that your ads get specifically through the network. This allows you to compare your network performance to your on-site performance.”


Tony Curcio is the editor of Graphic Arts Magazine.