On June 12, LinkedIn rolled out new Sponsored Content carousel ads that can include up to 10 customized, swipeable cards.
According to the company, the new ads will allow brands to “add texture” to their LinkedIn campaigns by featuring multiple visuals, that are arranged in a horizontal fashion, that viewers can swipe through in their LinkedIn feed.
Along with carousel ads comes the standard metrics for measuring a campaign’s performance, and includes click-through rates and number of leads. Advertisers are getting metrics around clicks and impressions for the individual cards within the ad.
“Because carousel ads are interactive and have eye-catching visuals, they stand out in the newsfeed,” says LinkedIn. “Your stories become tangible and encourage your audience to engage with your brand on both desktop and mobile.”
There are over 300 advertisers in LinkedIn’s beta run of its carousel ads. The company says that almost 75 percent of the test group witnessed a lift in CTR compared to the standard Sponsored Content campaigns.
“This ad unit allows us to showcase multiple chapters of our story and offer a richer user experience,” says Pamela Marchant, VP of brand and creative for RBC Global Asset Management.
The Sponsored Content carousel ads launch is the newest ad update since March, when LinkedIn introduced native video ads for company pages. The company updated its Sales Navigator prospecting tool last month, and added integrations with SAP Hybris, Pegasystems, Oracle Eloqua, Clari and Groove systems.