LinkedIn rolls out Sponsored Content carousel ads that can include up to 10 customized cards

LinkedIn is rolling out new Sponsored Content carousel ads today that can include up to 10 customized, swipeable cards.

The company says the new ads will allow brands to “add texture” to their LinkedIn campaigns by featuring multiple visuals, arranged horizontally, that viewers can swipe through in their LinkedIn feed.

LinkedIn’s carousel ads come with the standard metrics for measuring a campaign’s performance, including click-through rates and number of leads. Advertisers will also get metrics around clicks and impressions for the individual cards within the ad.

“Because carousel ads are interactive and have eye-catching visuals, they stand out in the newsfeed,” says LinkedIn. “Your stories become tangible and encourage your audience to engage with your brand on both desktop and mobile.”

LinkedIn included more than 300 advertisers in the beta run of its carousel ads and says nearly 75 percent of the test group saw a lift in click-through rates compared to their standard Sponsored Content campaigns.

“This ad unit allows us to showcase multiple chapters of our story and offer a richer user experience,” says Pamela Marchant, VP of brand and creative for RBC Global Asset Management.

This new product launch is the latest ad update since March, when LinkedIn introduced native video ads for company pages. Last month, the company updated its Sales Navigator prospecting tool, adding integrations with SAP Hybris, Pegasystems, Oracle Eloqua, Clari and Groove systems.

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Amy Gesenhues

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.