LinkedIn Marketing Solutions webinar – focused on the launch of Native Video and Sponsored Carousels! In B2B marketing, we sometimes forget the importance of storytelling to build a deeper relationship with our audience. Getting your brand to stand out amid the noise is a challenge, but these connections can create more memorable experiences and keep your brand top of mind. This session will give you all of the tools you need to press play on your video marketing strategy on LinkedIn. Learn how brands such as HP, Volvo Canada, GE, Philips and Audi Canada used these new products to drive business growth.

1. Live Webinar: Getting started with
Video and Carousel ads on LinkedIn
Marius Greeff
Founder and Director
Turn Left media
John Bowles
Founder and Director
Turn Left media
Samantha Olivier
Head of Product
Turn Left media

2. Turn Left Media is an independent, boutique digital media sales house helping brands
(with their relevant agencies) to reach the right, high-value and quality audience across key
digital platforms.
Focused on presenting a niche of sought after, 3rd party channels, Turn Left Media
represents LinkedIn, the world's’ largest professional social network.
Turn Left Media is LinkedIn’s partner in Sub-Saharan Africa, exclusively representing the
brands Marketing Solutions to agencies and brands, helping them reach the right, high-
value and quality audience across key digital platforms.

3. THE STATE
OF B2B
VIDEO
SETTING THE SCENE...
1
KNOW
YOUR
AUDIENCE
2
THE ROLE OF
LINKEDIN
VIDEO
3
HOW TO GET
STARTED ON
LINKEDIN VIDEO4
LINKEDIN
VIDEO
GALLERY OF
GREATNESS
5
CUSTOMER
STORIES6
WRAP UP!
7
THERE WILL BE
TIME FOR
QUESTIONS

4. 1
THE STATE OF
B2B VIDEO

5. THOUGHT LEADERSHIP
Source: Here Cisco Research 2017
Video is projected
to claim more than
80% of all web
traffic by 2021
CISCO RESEARCH
80%

6. WHAT ARE THE TOP CHALLENGES WITH
VIDEO ADVERTISING?
THOUGHT LEADERSHIP
Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn. B2B digital marketing role across the UK & Ireland via online survey. (March 2018)
Lack of expertise in video creation
I don’t know how to split my spend between
creation and promotion
I don’t know
Other, please specify
38%
38%
14%
3%
1%
33%
0.5%
Lack of transparency or accuracy around
publisher or platform
There are no challenges with video advertising
Unable to measure results
It’s costly and/or time-consuming
to create video content
REACHING THE RIGHT AUDIENCES IN THE
RIGHT CONTEXT
50%
44%

7. B2B MARKETERS AGREE THAT VIDEO SERVES
MULTIPLE PURPOSES
THOUGHT LEADERSHIP
Video provides more flexibility for explaining a
complex product or service
Video gives B2B brands more room for storytelling
and/or to express creativity
Video drives a higher volume of leads
Video metrics provide deeper insights into
audience behavior and/or engagement
48%
44%
33%
32%
32%
Video helps identify higher quality leads
Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn. B2B digital marketing role across the UK & Ireland via online survey. (March 2018)

8. Native video formats e.g. in-feed, stories tend
to have better engagement and view rates.
Source: Nielsen Study- Sharethrough link here.
WHAT VIDEO FORMATS
DRIVE BETTER ENGAGEMENT?
THOUGHT LEADERSHIP

9. Trust + Credibility on In-Feed
must be
THOUGHT LEADERSHIP

10. THOUGHT LEADERSHIP
Source: Here
For the first time in the Edelman Trust Barometer’s
17 year history, trust has fallen globally across all
institutions; government, business, media and
NGOs.

11. Source: Business Insider Intelligence, “Digital Trust Report” June 2017 – link here.
LINKEDIN IS 2X MORE TRUSTED THAN
OTHER SOCIAL PLATFORMS
THOUGHT LEADERSHIP

12. THE CASE FOR B2B VIDEO ON LINKEDIN:
MINDSET, TRUST & TARGETING
TARGETING -
reach & impact
the right
customers and
prospects
MINDSET -
deliver the right
content to the right
member at the
right time
TRUST -
be authentic in a
brand safe
environment
1 2 3
THOUGHT LEADERSHIP

13. 2
KNOW YOUR
AUDIENCE

14. KNOW YOUR AUDIENCE
TOP WAYS MARKETERS
KNOW THEIR AUDIENCE
Website
Analysis
2017 B2B Content Marketing Trends : Content Marketing Institute/MarketingProfs, link here.
58%
Keyword
research
Employee
feedback
Competitive
Analysis
Social
Customer
Feedback
57% 50% 47% 44% 42%

15. KNOW YOUR AUDIENCE
IDENTIFY WEBSITE VISITORS AND
CONVERTERS WITH LINKEDIN DATA
IT CAN REVEAL:
If you’re reaching your intended
audience;
Traffic and engagement trends by
audience;
Who’s converting & who to target next.

16. KNOW YOUR AUDIENCE
DEFINE YOUR IDEAL PERSONAS
ON LINKEDIN
Company name Job title Member skills Field of study
Based on skills, endorsements
and keywords in profile
Company industry Job Seniority Member groups Degrees
derived from Job title
Company size Job function Member age Member Schools
derived from Job titlederived from Company Page
derived from Company Page
Derived by using the
earliest degree
Location
Years of experience
Member gender
derived from start year and
month of current roles
derived from Member name
member provided member provided
member provided member provided
member provided
blend of member provided and IP

17. KNOW YOUR AUDIENCE
HOW CAN YOU LEVERAGE YOUR OWN
DATA?
ACCOUNT TARGETING
Target large lists of companies, which
may be prospect or churned
accounts.
CONTACT TARGETING
Create audience
segments on LinkedIn
by uploading email lists.
Stay Informed on Integration: Here And forLinkedIn Marketing Solutions GDPR information, access here.
DATA INTEGRATIONS AVAILABLE

18. 3
THE ROLE
OF LINKEDIN
VIDEO

19. ROLE OF THE VIDEOROLE OF THE VIDEO
LINKEDIN DATA
Video is being shared 20
times more than any
other type of content
across LinkedIn.

20. WE HAD OVER
700+
ADVERTISERS
EXPERIMENT
WITH VIDEO IN
OUR BETA
ROLE OF THE VIDEO

21. PRIMARY FEATURES
Buy the way you
want to buy:
CPM, CPC, CPV
Upload video
content to either:
your Company
Page or Campaign
Sponsor your
video content as
native video ads in
the news feed
Collect Leads by adding
Lead Gen Forms to your
videos
Measure key video metrics like
views and completions, and
understand who’s watching with
view rate demographics
ROLE OF THE VIDEO

22. DON’T FORGET THE VIDEO AD SPECS!
Length:
Three seconds to 30 minutes
(file size restrictions)
Layout:
Horizontal (vertical/square
videos are not supported yet)
File size:
Between 75 KB and 200 MB
File format: MP4
GOOD EXAMPLE: 1920x1080
(pixels are supported and aspect
ratio, 1.78, supported)
BAD EXAMPLE: 1920x1000
(pixels are supported but aspect
ratio, 1.92, not supported)
Frame rate: Less than 30 FPS
(frames per second)
Audio format:
AAC or MPEG4 up to 64KHz
Aspect ratio:
Between 4:3 (1.33) and
16:9 (1.78), inclusive
Width: 480-1920px, inclusive
Height: 360-1080px, inclusive
ROLE OF THE VIDEO

23. ROLE OF THE VIDEO
HOW CAN MEMBERS INTERACT
WITH THE FORMAT?
1
2
3
4
Intro Text
(Optional) - Note
that unlike
Sponsored Content,
the URL does not
appear in the intro
text by default
Ad Headline
This should describe
the contents of the
video
CTA Button
If you are using
Lead Gen Forms
this will open a form
instead of going to
the website
Play button
Note that video ads auto-play when at
least 50% of the ad unit is visible on
the feed, so most members will never
see the play button unless they pause
the video. Members who tap on the
video will be taken to a full-screen
experience to view the video (and, if
bidding on CPC, load the website
underneath the video)

24. HOW TO GET STARTED
HOW TO GET
STARTED
4

25. HOW TO GET STARTED
DEFINE SUCCESS METRICS
BEFORE GOING LIVE
FUNNEL STAGE MEASUREMENT
Click to site & dwell time
Video Metrics: quartile views (25%, 50%, 75%)
Completion Rate (97-100%)
Increased Brand Sentiment (Nielsen)
awareness
qualified leads
customers
strangers
subscribers
opportunities
advocates CLIENTS
Increased Company Page Followers & Engagers
Cost per lead (leverage lead gen form)
CPQL (via API integrations)
Customer spend (average deal size)
Customer Lifetime Value (CLTV)
Decreased Churn

26. HOW TO GET STARTEDHOW TO GET STARTED
ADDITIONAL
FEATURES

27. HOW TO GET STARTED
TRACK AND OPTIMISE TOWARDS
CONVERSIONS ON LANDING PAGES
For more information on how to add Conversion Tracking, visit our Help Center Article

28. HOW TO GET STARTED
CAPTURE QUALITY LEADS USING FORMS
PRE-FILLED WITH LINKEDIN DATA

29. 29
TOP 5 BEST
PRACTICES
5

30. 30

31. 31

32. 32

33. 33

34. 34

35. 35

36. 36
CUSTOMER
STORIES
6

38. 19%
Completion Rates
SHIFTING BRAND PERCEPTION - AUTO
WHAT
Audi wanted to use our Sponsored
Video product to shift the brand
perception of Chauffeurs and
Senior Level Executives.
61p CPC
Cost Per Completion10%
Shift brand
perception by
38.1%
Top VTR 38.1%
for Chauffeurs
LEARNINGS
Completion rates dropped with
videos above 2min.
Ensure you get the brand
message in early (first 30
Seconds).
38

39. 33.85%
average view rates
$0.06
Cost-per-View
63% below average benchmark
BRAND AWARENESS AND LEAD GEN - TRAVEL
MULTI PURPOSE FORMAT
KLM focused on telling a story that would
resonate with their target audience (business
travelers) and drive social action. They also
used video across the full funnel.
http://bit.ly/2oUuuWJ
"Video stands out because it
doesn't tell, but it shows. On a
platform where there's more
business content, the video stands
out more, especially on LinkedIn."
KLM
Case Study: Here.

40. 28%
view rate
DEMAND GENERATION - TECH
EVENT SIGN-UPS
Microsoft Canada built excitement around its
upcoming Cloud Roadshow to help drive
event registrations.
http://bit.ly/2tqn6ru
“Video is an integral component of
our content marketing mix. As
part of designing our digital
customer journey, we look to infuse
video into as many major and micro-
moments as we can.”
MSFT CANADA
20%
Completion rate
Case Study: Here.

41. 41
WRAP UP7

42. TAKEAWAYS FOR GETTING STARTED ON LINKEDIN
1
Test a variety of videos
and change one variable
at a time: video content,
audio, imagery, text
density, and length.
2
Focus on producing
relevant content and
reaching the right
people at the right time.
3
Always define your
metrics of success.
LinkedIn can help
achieve your marketing
goals with video at every
step of the buyer’s
journey.

43. HOW TO GET STARTEDA LOOK TO THE FUTURE
UPCOMING VIDEO AD
FEATURES (CY19)
Subtitle uploads
on DSC
Q3
Audio metrics
(views with sound
on/off)
Q4
Square and
horizontal formats
Q2

44. QUESTIONS ?

45. Carousel Ads
for LinkedIn Sponsored Content

46. Tell a complete brand
story
Command the attention of
a professional audience
Drive results for all your
business goals
Introducing carousel for LinkedIn Sponsored Content
TELL AN INTERACTIVE STORY TO INSPIRE PROFESSIONALS TO TAKE ACTION

47. Introducing carousel for LinkedIn Sponsored Content
Feature a swipeable series of
cards in a single carousel ad
to tell a deeper story,
showcase one or multiple
offerings, or provide insights
for your audience.
Tell a complete
brand story
Draw in the decision-makers
that matter most to your
business with eye-catching
visuals that invite interaction
on desktop and mobile.
Command the attention of
a professional audience
Raise brand awareness and
consideration, send traffic to
your landing pages, and
acquire quality leads with
LinkedIn Lead Gen Forms.
Drive results for all your
business goals
TELL AN INTERACTIVE STORY TO INSPIRE PROFESSIONALS TO TAKE ACTION

48. Introducing carousel for LinkedIn Sponsored Content
TELL AN INTERACTIVE STORY TO INSPIRE PROFESSIONALS TO TAKE ACTION

49. How can you use carousel
ads?

50. Tell a brand story Showcase multiple offerings at once
Dive deep into a single offering Share insights & opportunities
Use carousel ads to help you...

51. Raise brand
awareness
& consideration
Drive traffic to
website
& landing pages
Generate quality
leads
Tell a brand story,
or
Share insights with
your audience.
Showcase multiple
offerings, or
Feature a single
offering in depth.
USE CASES OBJECTIVES
Carousel ads drive results at every stage of the funnel

52. Best Practices

53. Plan your
carousel content
based on your
objective
Think about what
type of story you
want to tell. Are
you trying to
attract people to
your brand, or
generate demand?
Understand
which metrics
matter most to
you before
launching your
carousel
campaign
Different metrics
matter depending
on your marketing
objective.
Apply existing
Sponsored
Content best
practices
Be descriptive in
the overall ad unit
intro text, feature
clear calls-to-action,
and optimize your
targeting.
Feature strong
visuals to
capture attention
Use eye-catching
visuals with strong
photos, graphics,
and text that
strengthen your
story and draw
your audience in.
Test and optimize
cards in your
carousel ads
A/B test the number of
carousel cards, the
order of cards,
content, and the
individual card
headlines to see what
your audience
responds to best.
Best practices that drive results

54. Carousel ads features

55. Upload carousel image content in
Campaign Manager
Sponsor your carousel content
as native carousels in the news
feed
Drive traffic to your website and
landing pages
Collect leads by adding a Lead
Gen Form to your carousel
Measure key metrics like
impressions, clicks, and click-
through-rates for your carousel
ads
Key carousel ads features

56. Collect leads with
Lead Gen Forms
Drive traffic to your
website or landing pages
There are two ways to use carousel ads

57. Drive traffic to your
website or landing pages
Use carousel ads to drive traffic

58. Collect leads with
Lead Gen Forms
Members will see the
carousel ad in the
LinkedIn feed
When they click the call-to-
action, they will see the
Lead Gen Form and click
on the opt-in checkbox
After they click ‘submit’,
they will see a
confirmation message
Use carousel ads to collect leads

59. Collect leads with
Lead Gen Forms
Drive traffic to your
website or landing pages
CTA buttons are only available for
carousels that use Lead Gen Forms
There are two ways carousel ads appear in the feed

60. Intro text/commentary/description
on the carousel should be no
more than 150 characters.
Carousels must
include 2-10 image
cards.
Anatomy of a carousel ad

61. • Recommended individual image spec is
1080x1080 pixels with a 1:1 aspect ratio.
• Rich media formats supported:
• JPG
• PNG
• GIF (non-animated)
• Headline text for each image card is 2 lines
maximum before being truncated:
• Non-LGF carousel have a 45 character limit.
• Carousels with LGF have ~30 character limit.
• Like Lead Gen Forms today, there are 7 pre-
filled CTA options; no customizable CTAs are
available.
• Reminder: CTA buttons are only available
when using carousels with Lead Gen Forms.
Anatomy of carousel cards

62. CPM
CPC
Any click to a unique landing page is
billable.
Scrolling between cards is not considered a
click and is not billable.
Pricing for carousel ads

63. Live Examples

64. Q&A

65. THANK YOU!