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LinkedIn now offering sponsored content

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LinkedIn just announced the launch of Sponsored Updates, where the companies and other organizations with Company Pages can pay to promote their content to LinkedIn users who don’t follow their specific page.

Like its competitors, LinkedIn is offering advertising partners tools to target their ads using the information users have uploaded to the social network. That means you should only see relevant sponsored updates in your feed. The posts will be marked as a “sponsored update,” but there won’t be a away to dismiss the ads. LinkedIn has been testing these ads in a pilot program, but today marks the official launch. The ads will supplement LinkedIn’s primary revenue source, paid tools for job recruiters.

Marketers are increasingly leveraging content to inform, educate, and inspire their current and prospective customers. But the high quality content they’ve produced – slideshows, articles, videos, and whitepapers – does not always achieve enough reach and engagement on their own channels. With Sponsored Updates, marketers will be able to distribute this content directly to relevant professionals in a place their customers and prospects are already consuming professionally relevant content. Marketers can target Sponsored Updates to any segment of our premium audience based on professional profile data across more than 225 million members.

The initial customers include Allstate Insurance, Box , Domo, Charles Schwab, General Electric, Mercedes-Benz, Nissan Motor Company, The Weinstein Company, Wall Street Journal, and Xerox, Hahn said. His post also looks at sample campaigns from Adobe, Telstra, and HubSpot — HubSpot, for example, saw 400 percent more leads from their LinkedIn campaign than from other paid efforts.

In its most recent earnings report, LinkedIn said that revenue from its Marketing Solutions ad products was $74.8 million, making up 23 percent of total revenue and up 56 percent from the same period last year.

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