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Marketing on Platforms


LINKEDIN IS OFFICIALLY ROLLING OUT ITS OWN AI-CAMPAIGN TOOL

By Krystal Scanlon  •  July 11, 2024  •
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Ivy Liu

As a Digiday+ member, you were able to access this article early through the
Digiday+ Story Preview email. See other exclusives or manage your account.This
article was provided as an exclusive preview for Digiday+ members, who were able
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you stay ahead

LinkedIn is set to join its platform peers by officially rolling out its own
AI-powered campaign tool called Accelerate by the end of the year following a
period of testing.

A spokesperson for the professional networking app confirmed to Digiday that the
team expects to make it “globally available to all advertisers by early fall,”
though did not confirm a specific date.

Accelerate, which is one of the team’s early investments into the AI space, was
quietly launched in October 2023 to a select number of North American
advertisers. Eight months later during the Cannes Lions conference last month,
Tom Pepper, senior director of EMEA and LATAM at LinkedIn, told Digiday that
Accelerate had already reached 50% global roll out in beta.


WHAT DOES IT DO?

Similar to all the other AI-black boxes that have been launched, Accelerate is
all about efficiency — in particular cutting down the process of building a
LinkedIn campaign from 15 hours to five minutes. The tool recommends an
end-to-end campaign and automatic optimizations to reach the right B2B audience.
Advertisers can then tweak any aspects of the campaign that they need to before
launching. 



As Pepper put it, marketers can simply let LinkedIn’s Accelerate do all the
[hard] work for them. 

“It [Accelerate] will come back within five minutes with a ready-to-go campaign
at that moment, advertisers can hit go, and they will have the full targeting
capabilities, the creative and the optimization of measurement,” he said. “Even
the reports are created at the end, ready to go to their CFO.” 


HOW DOES IT WORK?



Advertisers simply need to type in the URL for the product they’re advertising.
Accelerate will then use AI to analyze the website the marketer shared, their
company’s LinkedIn page, and their accounts prior to Linkedin ads, to recommend
a campaign, according to the platform’s announcement about the product back in
October. Using the customer data, Accelerate then builds creatives and a
relevant audience, meaning advertisers can simply adjust copy, images and refine
any targeting parameters (such as geography) to their needs.

To make the job even easier, LinkedIn has also integrated Microsoft Designer
functionality to the Accelerate product, enabling advertisers to draft creatives
and further refine their targeting, such as excluding companies and third-party
lists.

One U.S. ad agency that preferred to remain anonymous for this article, has had
access to it on behalf of several clients’ accounts since October. However, the
team noted that back when it first launched, there were many restrictions, such
as only certain objectives and targeting could be used, for example. That,
paired with the lite information the team received from their LinkedIn reps
meant the agency’s clients didn’t move forward with using it at the time. 

“Although LinkedIn has expanded it [in recent months], we’ve not used it for
clients because the ones we work with generally have very specific targeting
they want to reach on LinkedIn due to how niche the targeting is,” said an ad
exec from the agency.

That’s not to say that they won’t ever use it in the future, as the ad exec said
that the team is “still very intentional when we recommend tools, such as
Accelerate, to our clients.”

“Our customers are seeing great results — with advertisers creating campaigns
15% more efficiently and driving a 52% lower cost per action than with classic
campaigns,” Lindsey Edwards, vp of product management at LinkedIn, wrote in a
LinkedIn article last month.

Which seems to chime with what Sean Johnston, vp of advertising at Closed Loop
has seen so far.

“Accelerate Campaigns far surpassed the lead conversion performance we saw from
even our best performing manual audiences for Calendly,” he said. “The Lead Form
Completion rate increased over 3X and delivered a 66% cheaper cost per lead
(CPL), while the higher conversion rates and more efficient CPLs really
convinced me this works.” Though he didn’t share specific figures.

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https://digiday.com/?p=549756

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MANCHESTER CITY USES FORTNITE TO EXPAND ITS GLOBAL AUDIENCE

July 19, 2024
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As Manchester City rolls out its own Fortnite experience, it will have to
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between the ages of 18 and 44 reported a nearly 100% increase in their intent to
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