LinkedIn Broadens BrandLink Ad Offering With New Programming

LinkedIn extends its BrandLink advertising platform by adding new programming options, giving advertisers more targeted advertising.

LinkedIn has announced a major growth of their BrandLink advertising service that allows brands to place videos alongside trusted media and influencer content inside the application. 

This ad placement strategy is designed to expand brand exposure and build trust by partnering with reliable voices.

From “The Wire” to BrandLink

The initial launch was “The Wire,” focusing only on content created by publishers, and LinkedIn’s BrandLink allows brands to advertise in pre-roll slots, prior to videos from top media outlets and influential creators.

The program will soon include the LinkedIn original shows developed in collaboration with renowned brands:

“LinkedIn is continuing to expand BrandLink with the launch of new Shows by LinkedIn. AT&T Business, IBM, SAP, and ServiceNow are the first brands to collaborate exclusively with LinkedIn on the debut season of four shows: Small Business Builders presented by AT&T, Founder’s Blueprint presented by IBM, AI in Action presented by SAP, and The CEO Playbook presented by ServiceNow.”

LinkedIn’s New Shows Feature Top Brands

Four new shows debuting under BrandLink include:

• Small Business Builders presented by AT&T
• Blueprint of the Founder created by IBM
• AI as an Action shown by SAP
• The Playbook of the CEO made available by ServiceNow

Each episode features exclusive content from respected creators and publishers in addition to promoting the voices of experts on the platform.

In addition to its own original content, BrandLink is partnering with some of the most prestigious media outlets, like BBC Studios, BNR, TED, The Economist, and Vox Media. This increases the number of high-end placements for brands looking to align with reliable media.

Human Insight Still Drives Trust

LinkedIn’s latest survey of 19K professionals revealed that People are turning to online communities to seek authentic human insights for their decision-making. This implies that despite the increase in AI devices, human input is still the most important. 

According to LinkedIn:

“People turn to their network first to build confidence and stay ahead. Professionals say their network, the people they know, is still their #1 source for advice at work (43%), ahead of search engines, and even AI tools, while nearly two-thirds (64%) of professionals say colleagues help them decide faster and more confidently.”

This demonstrates the value of personal experience and human perspective that is trusted in professional making.

Growing Influence of Networks in Purchase Decisions

LinkedIn’s data shows that buyers are also turning to their LinkedIn networks for insight:

“With posts on LinkedIn up 41% over three years, more people are turning to their networks for daily guidance. Brands see this shift too: 77% of B2B marketing leaders surveyed say audiences don’t just vet brands through the company’s channels – they rely on their network.”

Even as AI chatbots answer our every query, human insight remains more trusted and sought-after. This is why the expansion of LinkedIn’s BrandLink platform is crucial as it leverages influential creators to showcase the irreplaceable value of human connection and perspective.

“Millennials and Gen Z now make up 71% of B2B buyers, and they don’t solely want information from brands – they want insight from people they trust to guide their decisions. 75% of 18-24 year olds say that even as AI becomes more advanced, there’s still no substitute for the intuition and insights they get from trusted colleagues.”

LinkedIn’s BrandLink expansion cements the platform’s status as a hub for professional and authentic conversations as well as professional insight. 

Advertisements placed alongside influential programs let brands tap into these networks of trust, which is an increasingly important benefit for B2B marketing.

Bottom Line

While professionals continue to value authentic human input over artificially-generated content, using BrandLink to showcase the voices of experts is a smart, strategic move to increase the trust of customers and increase relevance.