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LinkedIn’s ad revenue continues to grow, although the rate has slowed. In a tough marketplace, LinkedIn is itself calling attention to how its user base of business professionals are also consumers and ones who earn more on average than users of other social media platforms and are more likely to click on relevant ads. VidMob’s research reflects some creative best practices on LinkedIn for the luxury market, which is expected to grow to $369.8 billion by 2030.
Beyond the importance for luxury brands to focus on visual storytelling and music in creative for LinkedIn, the findings also indicate that showing an artisan at work led to a 3.2% lift in consideration for videos with a 100% view through rate (VTR) and a 9% lift in awareness. Highlighting the hero product before giving a full-view shot also resonated with consumers, resulting in a 242% lift in performance for ads with a 25% VTR and a 5.5% click-through rate.
These findings arrive as some luxury goods marketers have been focused on reaching new consumers amid the category’s growth. On the esports front, Porsche has partnered with FaZe Clan while Gucci has looked for new consumers through its own gaming academy. Tag Heuer and Don Julio are among those leveraging culture and entertainment to engage luxury consumers.
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Already beleaguered CMOs are being forced to be more agile than ever in the face of a new round of challenges like trade wars and artificial intelligence.
Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.
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Get the free daily newsletter read by industry experts
Already beleaguered CMOs are being forced to be more agile than ever in the face of a new round of challenges like trade wars and artificial intelligence.
Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.
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