As part of its going effort to improve brand safety in ad placement, LinkedIn has recently announced the launch of its new Brand Safety hub for its Audience Network ads, which will enable advertisers to find out more information about LinkedIn’s partner platforms, as well as create ‘allow and block’ lists to manage the same.
Jump On The Safety Train
LinkedIn’s Audience Network enables advertisers to extend their campaigns beyond LinkedIn itself and share their promotions across the platform’s network of publishing partners, which includes ‘thousands of premium partner apps and websites where LinkedIn members spend their time’. The new Brand Safety hub provides direct control over these placements.
As per LinkedIn:
“With the Brand Safety hub, you can download and review the list of publishers that make up our Audience Network. You can also create custom allow lists and block lists, which enable you to prioritize the publishers that meet your brand safety guidelines.”
That’ll give you more control over where your LinkedIn promotions are shown beyond the app itself, which could help you avoid unwanted placements and improve specific targeting. You’ll also be able to apply your own Brand Suitability settings to your Audience Network placements.
“If you currently leverage DoubleVerify to avoid unsuitable content and align with contextually relevant inventory, you can now import and apply DV Authentic Brand Suitability and DV Custom Contextual solutions with ease across LinkedIn Audience Network-enabled campaigns, to reach desired professional audiences across third-party apps and sites that are aligned with your brand’s needs.”
Overall, it’s a good addition to the LinkedIn Audience Network process, providing more control in placement, which might just help to maximize your campaign performance. However, also worth noting is that restrictions can also limit campaign performance. Hey, it is what it is; if you want to open new doors, you have to close other ones.
The Wrap
So, within this new process, it’s more about filtering out websites that don’t align with your brand – but at the same time, it could also be used for targeting, and while you can implement restrictions, you should probably avoid doing so unless there’s a specific reason for avoiding a certain platform or placement. The real treat here is how this new process allows you to take your branding beyond just LinkedIn, potentially exponentially increasing your reach and, thereby, your returns, provided that things work out right. In a way, LinkedIn manages to retain its professional essence, while essentially piggybacking on the core idea of digital and social marketing. If you want to read more about LinkedIn’s Brand Safety hub, click here.
Sources