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LinkedIn introduces lead generating ad unit

In a bid to generate more ads on the professional networking site, LinkedIn has introduced a new ad-solution, which the company claims will help generate leads. LinkedIn’s Lead Gen Form is a native ad solution on the platform, which does away with the need for users to fill online forms on mobile. 60% traffic to LinkedIn comes from mobile.

When users click on any such ad, information from their LinkedIn profile automatically populates an in-app form that they can submit instantly, the company claims on its blog. Advertisers will receive a comprehensive lead record that includes the person’s name, contact information, company name, seniority, job title, location and other data available on LinkedIn.

Advertising on LinkedIn

LinkedIn has been relatively late to enter the social ad market, and leverage its premium user base to monetise and generate revenue, despite using its data to sell ads across the Internet. For the longest time, the ad manager interface on LinkedIn was clunky and the CPMs were very high compared to Facebook and Google. Its ad sales make up less than 20% of the company’s overall revenue.

In June 2015, the company revamped its advertising manager and made it more user friendly. But the company still had trouble attracting advertisers on to its platform.

LinkedIn introduced most of its ad solutions in the last two years. In June last year, the company introduced programmatic display ads and sponsored emails. Earlier this year, the company teamed up with DataSift, a social data aggregator, to scrape information about what users are clicking on, and sell that anonymized, aggregated data to advertisers so they can better target their ads.

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Company history

LinkedIn was launched in 2003 as a professional networking website. In 2016, the company was acquired by Microsoft for $26.4 billion. LinkedIn has more than 467 million accounts, out of which more than 106 million are active, according to company filings with US Security and Exchange Commision.

 

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