The document outlines the 2017 product direction and roadmap for LinkedIn Marketing Solutions. Some of the key initiatives include: - Releasing new ad formats like carousel ads and dynamic text ads in the first half of 2017 to help marketers better achieve their objectives. - Improving analytics and insights through features such as third party impression tracking, campaign recommendations, and expanded demographic reporting to prove campaign value. - Simplifying access to products through enhanced APIs, availability of text ads through insertion orders, and the launch of a self-service dynamic ads channel. - Expanding targeting capabilities like sponsored content beyond LinkedIn, website retargeting, contact targeting, and behavioral/intent targeting to help market

1. 2017 Product Direction
Product Roadmap Themes & Feature Releases

2. LinkedIn Marketing Solutions Mission
Be the most effective platform
for marketers to engage
with professionals

3. Better
achieve
marketer
objectives
Prove value
through
analytics &
insights
Simplify
access to
products &
capabilities
Target
the
audiences
that matter
Evolving our platform in 2017
to increase advertiser ROI

4. 2017 LMS Product Direction
Better
achieve
marketer
objectives
Lead Gen Forms Capture leads seamlessly on LinkedIn H1 2017
Carousel SC Ad As A New Ad
Format
Leverage a content carousel to better engage your
audience and achieve your objectives
H1 2017
New Dynamic Ad Formats
New formats to drive performance for even more
marketing objectives
H1 2017
New Text Ads Formats
New formats to drive more engagement and better
performance
H1 2017
Pre-Roll Video Beyond LinkedIn
Engage your target audiences with high impact video
content across the web
H2 2017
Prove value
through
analytics &
insights
Third Party Impression Tracking
Integrating trusted third party impression tracking
capabilities to help you better track results (Atlas &
Doubleclick)
H1 2017
Campaign Recommendations In-product insights to simplify your campaign optimization H1 2017
Demographic Reporting Beyond
The Click
Customizable demographic reporting to understand who
ads resonate with best
H1 2017
Website Analytics & Visitor
Demographics
Track your website traffic (paid and organic) with
demographic data that’s unique to LinkedIn
H1 2017
Marketing Analytics API
Better plan and optimize your approach to LinkedIn with
APIs that provide insights and analytics
H1 2017
Features and timelines are estimates, not commitments; Slide only includes notable releases

5. 2017 LMS Product Direction
Features and timelines are estimates, not commitments; Slide only includes notable releases
Simplify
access to
products &
capabilities
Enhanced Advertising APIs
Better manage your LinkedIn presence and ad campaigns through
APIs comparable to Campaign Manager
H1 2017
Text Ads Available Through
Insertion Orders (IO)
Availability to purchase Text Ads the way that fits your business H1 2017
Dynamic Ads For Self-Service
Brand new self-service channel for marketers to drive engagement
with premium audiences using dynamically generated ads,
powered by profile data
H2 2017
LinkedIn Autofill In Campaign
Manager
Drive more conversions by adding autofill to your landing pages H2 2017
Campaign Manager Platform
Enhancements
Evolving to an intuitive interface powered by intelligent campaign
planning and management tools
Ongoing
Target the
audiences
that matter
Sponsored Content Beyond The
Feed
Scale reach through industry-trusted partners using LinkedIn
targeting capabilities
H1 2017
Website Retargeting
Engage audiences that visit your website with relevant content on
LinkedIn
H1 2017
Contact Targeting
Activate your account-based marketing efforts to reach key
prospects. Options to integrate your marketing automation system
(Marketo/Liveramp/Eloqua) or upload a .csv
H1 2017
Account Targeting Reach key decision makers & influencers at your key accounts H1 2017
Follower, Employee and Demo
Targeting Enhancements
Ability to target your followers and your employees, improvements
to IP/Geo profile targeting and additional demographic
enhancements.
H1 2017
Behavioral & Intent Targeting
Exploring intent/interest-based (keyword) targeting, topic #
targeting
H2 2017
Sales Navigator For Saved Leads Save your leads in sales navigator H2 2017

6. 2018 Themes focused on creating a seamless
& efficient advertiser experience
​ Objective-based campaign creation and optimization
​ Pre-launch campaign result predictions
​ Automated message sequencing
​ Native video ad formats & analytics
​ CRM closed loop targeting and Sales Navigator saved leads
targeting
​ In-product access to trending content
​ New mobile-optimized products

7. ©2016 LinkedIn Corporation. All Rights Reserved.

8. Easily generate high-quality leads from your campaigns, based on a
variety of calls-to-actions and objectives
LinkedIn Lead Gen Forms
8

9. Scale professional reach beyond LinkedIn to high quality 3rd-party mobile apps, publishers
Sponsored Content Beyond LinkedIn

10. Drive more followers for their LinkedIn
Company and Showcase Pages
Drive people to their website
and landing pages
New formats will be designed to drive performance for even more
marketing objectives and include custom backgrounds
New Formats for Dynamic Ads

11. More effectively engage professionals through video
Video advertising with LinkedIn
Video metrics not supported for 3rd party hosted video through Sponsored Content
Today
3rd party
hosted video
through
Sponsored
Content
H2-2017
Pre-roll video
beyond
LinkedIn
2018
Native video
ads on
LinkedIn

12. Matched Audiences: Website Retargeting
Engage your website visitors with relevant content on LinkedIn as an
always-on strategy

13. Matched Audiences: Email & Company
Power your account-based marketing efforts and reach key prospects

14. Matched Audiences: Data Integrations
Engage audiences you’ve already identified as a target segment in
your database on LinkedIn

15. Next Gen Campaign Insights & Website Analytics
Highly customizable reports that deliver value in real-time
CONCEPT
CONCEPT

16. Next Generation Campaign Manager Platform
Simple and intuitive ad platform purpose-built to deliver results
● Simplified UI
● Set-up focused on your
goals
● Better campaign planning
tools
● Accessibility to new
features
● Improved creative set-up
Conceptual mock, but not reflective of final solution
CONCEPT

17. ADDING INTUITIVE IN-PRODUCT HELP & GUIDANCE
CONCEPT

18. DESIGNING OBJECTIVES TO REACH YOUR GOALS
CONCEPT

19. SIMPLIFYING HOW YOU REACH YOUR TARGET AUDIENCE
CONCEPT

20. INTRODUCING TOOLS TO EFFECTIVELY PLAN YOUR CAMPAIGNS
CONCEPT

21. STREAMLINING YOUR CONTENT CREATION EXPERIENCE
CONCEPT

22. OPTIMIZING YOUR CAMPAIGNS BASED ON YOUR GOALS
CONCEPT

23. GIVING YOU INSIGHTS INTO RESULTS BENCHMARKS
CONCEPT

24. ADDING A SEAMLESS PREVIEW FOR ALL YOUR AD FORMATS
CONCEPT

25. Account team provides additional advice on how to improve campaigns to
meet Amy’s objective of driving leads to her website
EMPOWERING YOU WITH TOOLS TO MEASURE RESULTS & OPTIMIZE
CONCEPT

26. 26
26
LMS H2-2016 Product Direction (Look-
Back at 2016 Product Enhancements)

27. Improve value/ROI
Provide better
measurement and
optimization
Further your strength
in targeting
Simplify your
platform & tools
Sponsored Content
beyond the feed beta
Optional Follow button in
Sponsored Content at CPC Conversion tracking
Members can “like”
comments in Sponsored
Content
Matched Audiences:
Account Targeting
New “years of
experience” targeting
facet
Restart inactive Sponsored
Content campaigns
Display available via
Programmatic
Improved Dynamic Ads in
Campaign Manager
Past company/job title
target facet
API integration with
Hubspot & Sprinklr
In-product Campaign
Insights
Demographic
reporting beyond the
clickLimited access to new
LI Autofill
Sponsored InMail for
Self-Service
Viral metrics
Design refresh with in-
product help

28. Reach the right customers with Display Ads using your preferred
demand-side platform (DSP) or agency trading desk (ATD)
Programmatic Display
ROI
Measurement and
optimization
Targeting Simplification

29. Choose whether include a follow button if you want more Company Page
followers and only pay for clicks that matter to your objectives
Upgraded Follow Button in Sponsored Content
Before After
ROI
Measurement and
optimization
Targeting Simplification

30. New “years of experience” targeting facet
Reach people based on how many years they have worked
ROI
Measurement and
optimization
Targeting Simplification

31. Easily measure and optimize the business impact of your LinkedIn Ads
investment using native attribution tools
Conversion Tracking
ROI
Measurement and
optimization
Targeting Simplification

32. Like Member Comments
Drive more engagement with your target audience and make them part
of the conversation
ROI
Measurement and
optimization
Targeting Simplification

33. Sponsored InMail for Self-Service
Brand new self-service channel for marketers to reach professionals in
the most personalized and direct way on LinkedIn
ROI
Measurement and
optimization
Targeting Simplification

34. In-product insights simplify campaign optimization
Campaign Insights & Recommendations
ROI
Measurement and
optimization
Targeting Simplification
Coming soon: December 2016

35. Demographic Reporting Beyond the Click
Rich, easy to use and customizable demographic campaign reporting to
understand who ads resonate with best
ROI
Measurement and
optimization
Targeting Simplification
Coming soon: December 2016

36. Saved Targeting Templates
Save time and energy by saving your most frequently used segments so
you can use them again on future campaigns
Select a previously saved
audience that you created
ROI
Measurement and
optimization
Targeting Simplification

37. ©2016 LinkedIn Corporation. All Rights Reserved.