LinkedIn’s new features will allow advertisers retarget audiences who have engaged with videos

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2020, 5:56 PM UTC

The professional network’s much-anticipated engagement remarketing options will roll out over the next month.

California-based LinkedIn has added new functionalities that allow advertisers to retarget users who have watched video ads or interacted with Lead Gen Forms. The feature will enable advertisers to create audiences based on LinkedIn members who have either opened or submitted a branded lead form displayed on the platform.

While the vast majority of users prefer not to leave the platform, the lack of accurate data or inability to retarget on-platform behaviours has been a challenge for advertisers. But, LinkedIn’s much-awaited features will make it easier for marketers to deploy engagement remarketing.

The window for engagement on the network will range from between 30 to 365 days. For both video and lead ads, the retargeting will work with awareness, engagement and conversion objectives.

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