Double Verify Extends LinkedIn Partnership To Launch Brand Safety Hub
Double Verify, a leading software platform for digital media measurement, data, and analytics expands collaboration with LinkedIn to launch DV Custom Contextual and DV Authentic Brand Suitability on LinkedIn Audience Network. Together, they will provide mutual clients with scalable solutions to reach audiences, in contextually appropriate and relevant environments, at the right time – to help maximize campaign performance.
The two solutions empower advertisers to ensure their campaign impressions are delivered on inventory that aligns with their brand safety, suitability, and contextual needs. This DoubleVerify expansion is part of LinkedIn‘s plan to roll out a safety hub for its LinkedIn Audience Network. It also includes a list of publishers, as well as the ability to upload and apply block lists and custom-allow lists.
Credit: LinkedIn
How will the advertisers benefit?
DV Authentic Brand Suitability goes beyond standard categories and keyword blocklists and offers customized protection to advertisers to avoid unsafe and unsuitable content before placing a bid. DV Custom Contextual provides advertisers with a scalable solution to reach the right audiences, at the right time – driving outcomes for brands.
Credit: LinkedIn
As part of this release, the company builds on its previous work with LinkedIn to provide brand safety floors and invalid traffic protections on LinkedIn Audience Network. It ensures advertisers are protected from universally unsafe content. Through the Brand Safety Hub, LinkedIn aims to help marketers boost their advertising campaigns on the LinkedIn Audience Network, while also allowing them to customize their brand safety guidelines.
And what they said
Steven Woolway, EVP, Business Development at DoubleVerify said,
“Our work with LinkedIn underscores DV’s continued leadership position in optimizing media quality and performance holistically across the digital media landscape providing our advertisers the confidence to invest across channels and environments.”
“LinkedIn is a leading platform for B2B digital advertising, and we are thrilled to collaborate to support brand suitability and contextual targeting.”
Adweek reported that LinkedIn vice president of product Abhishek Shrivastava said in a statement,
“Through our work with DoubleVerify, we’re continuing to empower our customers to scale their marketing across our network of publishers to reach and engage a professional audience. The evolution of our collaboration reinforces our goal to foster a safe and trusted ecosystem with added controls to help customers drive better value from their campaigns.”
Read More: The Journey From Deterministic To Probabilistic Marketing
LinkedIn Rolls Out New Features – All Marketers Assemble!
In today’s changing world of work, LinkedIn has released new platform capabilities that will enable marketers to quickly increase and deepen their connection with their audience. These new additions to the LinkedIn Marketing Solutions (LMS) portfolio will allow marketers to develop communities through lengthy content, expand their reach with Live Events, and streamline how they track progress toward their brand-building objectives.
So, what are these features that are creating a buzz? Let’s check them out below.
LinkedIn New Features: A Marketer’s Delight!
LinkedIn wants to assist its members to grow their networks, and features enabling native long-form content, virtual events, and data-driven optimization tools will encourage them to interact with their audience and optimize their reach. Let’s have a look at these features –
1. Article For Pages
Informative and trustworthy content is still a powerful approach to engage people and establish a brand image for thinking leadership. The problem is that attracting visitors to a typical corporate blog is becoming increasingly challenging. The solution? – Articles for Pages.
This functionality provides the user easy access because it’s only a click on the social network, and there’s a better chance they’ll find it, which means there’s a chance to engage once the audience arrives.
LinkedIn members have had the option to write and publish long-form articles for a long time – so, it is logical to ask –what novelty does this feature add to the table?
Well, before this feature, businesses have been constrained to character limitations for organic postings in the feed. With Article For Pages, users can benefit in a lot of ways such as:
- Creating and disseminating high-quality information, including rich media, links, pull quotes, and more
- Obtaining extensive audience insights in order to understand the demographics of individuals who read and engage with the material
- In the comments area, stimulating visible and welcoming dialogues with the community while replicating the engagement components of a social post
Interesting Read: Ways To Improve Your LinkedIn Marketing Strategy
2. Scheduled LinkedIn Live & LinkedIn Events
The much-anticipated “Scheduled LinkedIn Live” and “LinkedIn Events” have finally arrived, allowing LinkedIn to better collaborate for optimum reach and engagement.
LinkedIn Events is a one-stop-shop that combines the reach and engagement of LinkedIn’s original live-streaming platform with the planning and targeting that allows users to –
- Invest in a targeted audience by sponsoring your live stream in advance
- During and after the performance, gather views on your public Live Event post from anybody on LinkedIn, whether they’ve clicked “Attend” or not
- For optimal circulation and value, broadcast the replay of your Live Event content, effortlessly
As more growth engagement transfers to the digital domain, live events are quickly becoming a bedrock of community-building. LinkedIn aims to make it as simple as possible for you and other interested guests to connect at a larger scale. This is where ‘LinkedIn Live’ comes in. Through this feature, users with fewer followers can also access Live. Furthermore, once a Page is authorized, all Page Admins can make it live.
Interesting Read: TikTok Partners With Double Verify For Ad Measurement And Brand Safety
3. Brand Lift Testing And Reach Optimization
LinkedIn has added features to assist members to achieve and measure their brand-building objectives. One of these features is ‘ Brand Lift Testing’ – which enables people to assess the impact of LinkedIn Advertisements on their brand by first establishing a baseline of brand perception and then comparing the brand impact of those ads to important indicators.
Another brilliant feature for brands is – ‘ Reach Optimization’. With this functionality, users can simply increase their brand’s exposure to new and relevant audiences by optimizing for the number of unique member accounts that are displayed advertising.
That’s What He Said!
Sachin Sharma, Director, LinkedIn Marketing Solutions for India, said-
At LinkedIn, we are heavily inspired by the efforts of marketers who continue to build communities despite the many volatilities of today’s day and age. To facilitate their efforts, we’re adding new features to the LMS portfolio that can help them reach more of their targeted audiences, and grow their brand community more seamlessly — all while measuring impact in easier ways
Also Read: Google Is Reportedly Planning to Index Instagram and TikTok Videos
Ways To Improve Your LinkedIn Marketing Strategy
LinkedIn has proven itself to be a crucial tool to develop the circumference of your professional circle and widen the scope of your business and connect with like-minded people. It even helps you to learn from real successful people from a variety of industries, who are continuously sharing their experiences on the platform.
It is just like Facebook! The only difference being the audience. People on LinkedIn are professional individuals who are there for expanding their professional circle and interacting and sharing crucial information.
Since the arrival of the application, boosting your professional contact list has become a lot easier. All thanks to the founders Reid Hoffman, Jean-Luc Vaillant, Allen Blue, Eric Ly, Konstantin Guericke and Microsoft for such a unique and efficient tool. The company was discovered in 2002. It has its head office at Mountain View, CA.
It is easy to create your account on the application. You can manually sign up or use your Google email to directly login. However, the real struggle starts when people start to increase the scope of their business and broaden their circle on the application.
The application has a much broader scope, then most of the people can predict. It will not only help you in gaining knowledge but will also help you to expand your professional circle and can help you achieve the heights in your professional career. People often get confused and do not know how to get started and commit mistakes, leading to embarrassing situations and awkward moments.
Hence, here we will help you to understand the importance of LinkedIn and will tell you some tricks to achieve the most out of the application. You can also remember some of these points as the basic thumb rule to continue further in your professional life.
Following people on this application is easy. However, the tricky part appears when you want to take the output from the information and utilize that information in your networking and marketing strategy.
Stay aware of the trends
Awareness is important! Keeping your eyes, ears and mind-opening while going through the feeds on the application is crucial. By looking at the posts shared by your connections on the application, you can develop a sense of understanding of what is trending in the present market situation.
You can dedicate some routine time to go through the feeds on your profile. It will help you to develop an understanding of new products, work culture and even help you stay updated with the progress of your competitors.
Algorithm of LinkedIn is super smart! It will feed you with all the necessary information and knowledge based on your likes and interests, people you are following and their interests in a similar field. Therefore, it gets interesting once you start understanding the purpose of the feed and start utilizing them in your professional life.
The application helps you in every way possible to gain all the positive limelight you desire. Every time you interact with a post, the person posting it will be notified, hence helping you attain their attention. The more relevant reactions you give on the applications, the more your profile starts being visible to others in your circle.
There are several options which you can use to interact with a post:
Socialmediaexaminer
React: Just like Facebook, LinkedIn gives you an option to express your emotions on a particular post. As soon as one hover over the like icon, it enables you to react with Love, support, insight, celebration and curiosity.
Comments: As the name suggests, you get an option to express your views on the topic. However, try to post comments relevant to the topic. You must remember! LinkedIn is not Facebook. You have to be professional and choose your words carefully if you are willing to create an impact on the audiences.
Share: If you find the article interesting, feel free to share it in your circle. You get the option to include your views along with the shared article.
Send: You can even send the article to different networking platforms like Facebook, Twitter, WhatsApp etc.
The feeds are decisive, as you must have guessed it so far. However, arranging them is also a significant task. The desktop version of the applications provides you with an option to manage the article in the chronological order either setting the flow to Top or Recent.
Though, it is said to keep your feed setting on recent to get much-ordered feeds. You can also save them for later using the options from the drop-down menu. There are several other options available in the drop-down menu which you can employ for better usage of the application.
You can hide a post, unfollow the irrelevant posts or unfollow a person if required. Unfollowing someone is an anonymous process, and the application does not notify the person you unfollowed. You will still be able to send them personal messages, and they will stay in your network, following you!
socialmediaexaminer
Understanding the second-level of your connections
LinkedIn provides you with three levels of connections:
1. First
2. Second
3. Third
The first level of connections is your direct contacts with whom you have accepted the requested or exchanged a virtual business card. You will be able to see their feeds, comments, know their likes and what they share.
Your feed mostly consists of content from your first-level connections.
Second level connections are those which are followed by your first level connection. The posts can be differentiated, on this basis as they consist of marking for 1st level, 2nd level posts. If you are not connected with an author of an article in your feed, it will show as 2nd level contact next to their name.
You are free to convert them to a first-level contact either by requesting the first level contact to introduce you to them or by directly sending a request or a personal message to put an acknowledgement. However, the first method is proven to be more effective if you are looking for a strengthening bond among yourself.
You can follow a template when sending them a message. Here we are mentioning a proven method to modestly and professionally ask someone to introduce you or add you in their contact list.
Hi <1st-level connection>, I spotted you sharing a post from <2nd-level connection>. I’m not yet connected to them but I would love to be introduced! Can you help?
Or
Hi <2nd-level connection>, I saw one of your posts shared on my LinkedIn feed by a connection we have in common, <1st-level connection>. I’d love to connect with you directly…
Learning about your competitors via LinkedIn
LinkedIn is one of the most preferred sources to advertise your product in the professional world. People have gained massive success using the tool for advertisement. Almost everyone on this platform is using it for networking and gaining benefits for their business.
Hence we can say that people on the platform are here to conduct business.
You might often come across promoted and advertised content in your feed. These contents are marked as promoted content. Therefore, you will be able to spot them easily.
Socialmediaexaminer
LinkedIn provides you with functionality to approach the specific audience and target them as per your requirements. Therefore, you will be able to achieve high-end results using the LinkedIn advertisement.
Adscholars uses LinkedIn for effective marketing and promoting their content. It has gained a huge success using this platform in the field of networking and advertising.
You can also use the tool to enhance your knowledge, learn skills of advertising and study your competitor’s advertising strategy. You are free to arrange your feeds according to your convenience and needs.
Therefore, you can subscribe to articles and promotions which will help you to boost your business to others, providing you with great knowledge of the latest trends and techniques used in advertising.
Group discussions are influential for growth.
Although these are several other important aspects of LinkedIn that can be deployed at every step; group discussion helps you to conduct a far-sighted discussion with people having similar interests.
It will not only help you to stay updated with likes and dislikes of people in your digital surroundings but will also provide you to achieve a popular opinion of the masses.
Socialmediaexaminer
You can update the settings of the group discussions according to your convenience. You can opt for a notification for every update in the discussion, or choose from several other excellent options available.
Socialmediaexaminer
Creating or attending an event on LinkedIn
You are free to join or create events on linkedIn. These events can be live events, or for other online platforms or even for a face to face sessions. These events help you to gain a positive light among your audiences and even help you to convey your messages to the audience.
Socialmediaexaminer
Creating an event is easy! On the left-hand side of the LinkedIn homepage, you get an option to create an event by clicking on the + button.
If you are a part of any scheduled event that is to be conducted, in the future, you will get the event appearing on the left-hand side of your homepage. Events are also a great place to hold discussions and create contacts.
At Adscholars, we believe in sharing knowledge! Therefore you can follow us on LinkedIn to keep yourself updated with the latest news and trends of digital marketing.
Trending hashtags
We all know the importance of an #hashtag in setting trends on social media platforms. These tags are commonly used these days by everyone across the internet. You can determine the most trending scenarios on the internet by following the hashtags.
Socialmediaexaminer
Therefore, understanding hashtags are crucial. You can use them to understand the ongoing trends. You can follow these hashtags to see what is trending across the internet or on LinkedIn and decide your strategy accordingly. However, you have to keep updating yourselves with the tags and trends as they tend to change quickly.
Socialmediaexaminer
You can search the trending hashtags for your business scope by entering related text into the search bar. You have to put the #text in the search bar. It will start showing you all the relevant tags which you can check and follow the pages related to the trends for future updates.
#Adscholars is a trending hashtag in the field of digital marketing and strategy.
News and Views; One of the most read section on LinkedIn
People love to read the news! Especially when it is related to their interest or business. LinkedIn has also acknowledged this interest of its users, and it provides you with a good read of the latest industry news in the market. Hence, it is always an effective option to keep yourself updated with the latest news of the market and industries.
The feature is easily accessible by all users! The desktop version of the website can be accessed, from the left-hand side feeds on LinkedIn.
Socialmediaexaminer
The best part about the feature is that the news is handpicked, by an international editorial team of LinkedIn. They look for the most relevant and adequate news for the platforms and propagate it to others with similar interests.
These are highly useful for updating yourself with relevant information. You can gain adequate knowledge for an interview, or they can be a great way to start a conversation. It will also help you to stay a step ahead in your industry and maintain an upper-hand in seminars, presentations and meetings.
Most viewed courses on LinkedIn
We live in a competitive world, and staying ahead in the game requires enhancement of your skill sets. To make sure that you choose the right skill set, related to the demands of your industry, it is advisable to do thorough research of most effective courses and certifications.
Well! LinkedIn is not just a platform for social networking. It also helps you to stay focused, updated and centric to your goals. LinkedIn provides a vast set of learning courses which can easily be accessed from the right-hand side of the website.
However, you will be able to access them only if you are a part of LinkedIn premium subscription.
Great way to generate leads
LinkedIn helps you with analytics and lets you stay up to date with your connections. You can view your profile and pages that you administer. It also helps you to know the people viewing your profile and posts. Therefore it is a brilliant way to make new connections and start conversations with people you are interested in interacting.
Socialmediaexaminer
However, if you do not have a premium membership of LinkedIn, you will be only able to see the last five people who have visited your profile.
Conclusion
LinkedIn is the most effective tool available in the market for relevant advertisement in the B2B market. You can even advertise your product on the platform. It also provides you with an opportunity to build your network of relevant people and share your interests with them.
You can gain valuable knowledge using the platform and can achieve some high aimed targets utilizing this platform.
Adscholars give a 5-star rating to this platform for its versatility in satisfying the customers need, inquisitive approach, smart algorithm, easy to use and for creating a professional environment for the users on the internet.
