LinkedIn announced a closed beta for testing video ad units as Sponsored Content. The announcement came just two months after enabling native videos in the LinkedIn Feed. Beta testers include Prudential Financial and Microsoft Canada.
The video ads will autoplay and appear as a standalone unit with a “Promoted” label to distinguish them as paid content. Currently, they are only being tested on mobile.
Advertisers have the option to upload videos through the Campaign Manager, their Company Page or their Showcase Page and promote them with a Sponsored Content campaign. Audience targeting options will remain the same as for all other LinkedIn ads, which includes the Matched Audiences option.
There are some ad performance metrics that will be available to advertisers in the beta test, including view count and views by the percent of the video completed. There are other additional metrics ad data points specifically for video that will be added in the next several months.