Wednesday Morning, Issue 13 (1/17/24)
LinkedIn announces sponsored articles (from pages only), TikTok releases new helpful ad performance stats and Miralax taps Broad City stars for their latest ad campaign.
Hello and welcome to Wednesday Morning, a weekly digest of the social advertising platform news and updates you need to know, along with occasional deeper dives, best-in-class ad examples and the resources we find truly helpful.
🗞️ JUST THE HEADLINES:
LinkedIn announces Sponsored Articles (from Pages only): If your company writes articles on LinkedIn, you can now promote them using awareness, engagement or lead gen objectives. The majority of accounts have access to this feature (h/t to our favorite LinkedIn expert, Betsy Hindman for asking this important follow-up question!). This new ad offering is only available for articles posted from company pages, but the announcement teased that new functionalities are likely to rollout, so keep an eye out for this as an expansion on the platform’s Thought Leader ad offering.
TikTok shares helpful ad performance stats: Here are highlights from TikTok’s latest report:
Skip-ability: Users are more likely to watch and engage with ads when they have control over their experience.
73% of viewers agree that having the ability to skip videos makes them more engaged in the experience
56% of viewers are more likely to actively watch videos sponsored by a brand when they have the option to skip
Duration: 50% of the impact from a TikTok ad occurs within the initial two seconds. Their research also found that the first six seconds of an ad:
Captures 90% of the cumulative impact on ad recall
Captures 80% of the cumulative impact on brand awareness
Context: Ads have greater impact and are viewed longer when they are placed next to popular, relevant content, regardless of the platform.
An ad that’s placed alongside trending content can increase purchase intent by 9%
Cookies are (really) going away and both Digiday and AdWeek have released ‘everything you need to know’ guides.
✨ AN AD FOR YOUR THOUGHTS: Broad City reps Miralax. Sharing my review below via ‘Love!’ and ‘Could Have Been Better?’ reacts.
Love! Great example of how to earn instant long-form ad content viewer buy-in by bringing together a universally loved pair who hasn’t been seen together on-screen much lately.
Could Have Been Better?
Vertical video, not horizontal
Subtitles for sound-off viewing, especially when you’re talking about 💩
There are a couple obvious “must include” product usage stats mixed into the dialogue. I think these would have played better and been even more memorable if they’d paused the scene and just let them read them to camera in an obvious ‘this is an ad’ moment, maybe even leaning into educating on ad recall. “So listen, if you want Miralax to keep paying us to do more of these videos, you need to remember these two things for the quiz Instagram’s going to send you about this ad.”
Thank you for reading, as always!