Top 5 LinkedIn Ad Products for B2B Marketing Success in 2024

Karina Bastille, Digital Account Manager

LinkedIn introduced game-changing ad products in 2024, including AI-driven Accelerate Campaigns, Sponsored Newsletters, and new video ad options. Designed to empower B2B marketers, these tools enhance engagement, efficiency, and ROI. Discover how LinkedIn’s latest features can elevate your marketing strategy and foster deeper connections with your target audience.

2024 has been an interesting year for B2B marketing. With AI making waves in all industries and the rise of short-form video content, it can be hard to keep up with all the latest marketing trends.

LinkedIn, however, has kept up the pace and it shows. Over the past year, they’ve released a slew of new products and features that take these trends to heart. Let’s take a deep dive into some of their most exciting new add-ons and see how they can make a difference in B2B marketers’ lives.

Accelerate Campaigns: AI-Powered Ad Creation

Last October, LinkedIn began limited testing of one of their biggest products, “Accelerate” campaigns, which is an AI-powered tool in LinkedIn Campaign manager that can build an entire end-to-end campaign in as little as 5 minutes. It does so by scanning the URL input during campaign set-up, along with the associated company page. It has now been released to the public this past July with additional features including:

• Integration of Microsoft Designer
• Option to integrate customer data & exclusion lists
• An AI marketing assistant

Accelerate campaigns are still fairly new but so far, LinkedIn has reported that this feature has increased campaign creation efficiency by 15% while driving cost per action down by 52%, versus Classic campaigns. It is currently only available for Website Visits and Lead Generation objectives.

Engaging Audiences with Sponsored Newsletters

This past summer, LinkedIn expanded its successful sponsored articles ad option to also include sponsored newsletters. Just like the name suggests, this allows businesses to increase audience engagement through newsletters built and managed on the LinkedIn platform.

This expansion is due to the rise of newsletter popularity on the platform. LinkedIn has reported that there are now more than 184,000 being published on the app and that newsletter engagement has increased by 47% over the past year.

Both sponsored articles and newsletters can be built out through LinkedIn’s Campaign Manager and are currently available for Brand Awareness, Engagement, Website Traffic and Lead Generation objectives.

Why Video Ads Are Key for B2B in 2024

The last few features released this year that made the biggest waves are LinkedIn’s video ad capabilities, which is to be expected. Almost all social media platforms have seen short-form video content steadily rise in popularity, especially in the B2B space. LinkedIn reported an increase in video ads for B2B campaigns and that video uploads are up 34% year-over-year, including short-form videos.

The rising popularity is not the only reason why B2B marketers are turning to video. More and more B2B marketing leaders have identified video as a leading ad format for maximizing ROI, brand awareness, and lead generation. According to HubSpot’s State of Marketing report for 2024, 17% of marketers have seen short-form videos generate and deliver strong ROI results. For B2B buyers specifically, 63% have said that short-form social video content has helped inform their buying decisions.

LinkedIn has responded to this growth with three new video-focused products.

New LinkedIn Video Ad Features for 2024New LinkedIn Video Ad Features for 2024

• Video Carousel Ads
  • Video carousel ads allow brands to showcase products through multiple videos in a single ad unit, which users can easily swipe through. This feature enhances storytelling by enabling businesses to present different aspects of their products, services, or campaigns in a visually engaging way.
  • Each video in the carousel can focus on different topics, target different audience segments or illustrate different use cases. Advertisers are then able to measure the effectiveness of both the entire ad itself and each individual video.
• Live Event Ads
  • Live Event Ads enables users to promote upcoming LinkedIn events in-stream before, during, and after the actual event, dynamically adjusting based on when it occurs.
  • This addition is in response to the growing number of professionals viewing live events on LinkedIn’s platform looking for B2B networking opportunities and learning from industry leaders.
• LinkedIn CTV Ads
  • LinkedIn CTV ads, or LinkedIn Connected TV ads is a managed offering in partnership with NBCUniversal. This is a new advertising format that allows brands to extend their B2B brand awareness on Connected TVs through LinkedIn’s network of publishers, including Paramount, Roku, and Samsung, right within Campaign Manager.
  • With roughly 88% of US households owning at least one connected TV device and CTVs accounting for one-third of total TV usage compared to traditional cable it’s only natural for LinkedIn to throw their hat in the proverbial Connected TV ring.

Conclusion: LinkedIn’s Continued Evolution in B2B Marketing

Overall, LinkedIn’s new features show that the platform is evolving to meet the demands of its audience and position itself at the forefront of the B2B marketing landscape. See our earlier post to find out why traditional B2B marketing tactics can fall flat and explore what you can do to make sure your brand is front-of-mind.

For those seeking to stay competitive in 2025 and beyond, embracing these new tools will be key to driving growth and fostering deeper connections in an increasingly digital world.

Don’t get left behind in the digital shift. Reach out to us today and let’s discuss how we can help you harness LinkedIn’s new capabilities for your business!

Key takeaways:

Q1: What is LinkedIn’s Accelerate Campaigns, and how does it benefit B2B marketers?
A: Accelerate Campaigns is LinkedIn’s AI-based tool that builds end-to-end ad campaigns in minutes. It improves efficiency by 15% and lowers cost per action by 52%.

Q2: How do Sponsored Newsletters work on LinkedIn?
A: Sponsored Newsletters allow companies to deliver targeted content directly to LinkedIn users. This new feature meets the rising demand for LinkedIn newsletters, enhancing reach and engagement.

Q3: Why are video ads significant for B2B marketing in 2024?
A: Video ads drive engagement and brand awareness effectively, with LinkedIn’s new Video Carousel Ads, Live Event Ads, and CTV Ads offering innovative ways for B2B brands to reach wider audiences.