• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Content Marketing

LinkedIn Launches Direct Sponsored Content, Enables Testing With “Dark Posts”

Today, LinkedIn launched a “dark” version of its Sponsored Updates ad product called Direct Sponsored Content. These new native-style ads don’t get published to a company’s LinkedIn page, so advertisers can customize and test ad messaging and creatives to targeted audiences. LinkedIn isn’t the first social network to enable testing through posts that aren’t published […]

Ginny Marvin on July 24, 2014 at 10:41 am
  • More
LinkedIn

Today, LinkedIn launched a “dark” version of its Sponsored Updates ad product called Direct Sponsored Content. These new native-style ads don’t get published to a company’s LinkedIn page, so advertisers can customize and test ad messaging and creatives to targeted audiences.

LinkedIn isn’t the first social network to enable testing through posts that aren’t published to a company or brand page. Facebook has offered “dark posts” for over a year now. Like Facebook’s offering, LinkedIn Direct Sponsored Content ads gives companies the ability to target and test messaging without having to spam the same audiences with multiple posts.

Direct Sponsored Content messages also don’t have to be orchestrated by the page manager since the content isn’t being posted to the company page. With page administrator approval, multiple stakeholders and business units can test content for their own specific audiences.

The new ad offering is available through the LinkedIn Campaign Manager and Sponsored Updates partners. Unified and AdStage are among the partners that have announced support for Direct Sponsored Content. AdStage says its service offers the ability to manage dark posts in bulk, customize the appearance of attached content and track conversions.

Comcast Business and NewsCred two of the dozen or so companies participating in the pilot. According to LinkedIn, Sponsored Content now accounts for 19 percent of the company’s Marketing Solutions revenue.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: Content MarketingContent MarketingLinkedInNative AdvertisingSocial Media MarketingSocial Media Marketing: Advertising

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • The Media-First Approach Why visual media must be a primary consideration for e-commerce businesses
  • Visual Experiences That Connect: A look at the power of UGC and the tech needed to support it
  • Become an Experience-Led Business with an Agile CX Tech Stack
  • Transformational CX: Video-Powered Experiences Meet Consumers’ Demands
  • What Customer Experience Means in 2021
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $99

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.