Across the digital marketing ecosystem, advertisers are demanding more transparency from publishers when it comes to the accuracy of how their ads are being placed on platforms. As of March 2018, LinkedIn addressed the viewability concerns by announcing how views and impressions on the platform will be measured moving forward. Previously, an impression is defined as the number of times the ad is shown to LinkedIn members. With the new update, an impression on a Sponsored Content campaign will only be recorded if it is at least 50% in view on a member’s device screen or browser window for at least one second on desktop or 300 milliseconds on mobile.
This change is a step in the right direction for LinkedIn – especially with both Facebook and Twitter partnering with third-party viewability verification companies such as MOAT and Intergral Ad Science. By counting impressions only when it is 50% in view, LinkedIn aligns its viewability standard with the benchmark of the digital marketing industry – an average of 56% in the US and Canada.
While this measurement change does not impact the frequency of campaigns, advertisers should expect to see a lower overall count of impressions across all campaigns as the platform will only record an impression meeting the new standard. Counts for clicks and engagement will not change, resulting in an increase in the overall click-through-rate and engagement rate for your campaign, due to the lower impression count per campaign.
To make the best of this change and significantly improve your campaign performance, follow some of Coegi’s best practices for LinkedIn below:
- With LinkedIn’s frequency caps, an individual can see an ad from a given company only 4 times in 48 hours. Having at least 4 active ad variations will increase the number of impressions served and give your target audience more opportunities to click through the ads.
- Frontload your daily budgets and start with a strong/high bid to generate more activity and collect data. Better performance at the beginning of the campaign will be rewarded with lower CPC by the algorithm overtime and let you capitalize on the data, optimize your campaign and do more with less at the end of your time frame.
- Try out Groups targeting to expand your audience targeting pool beyond basic demographic information by finding relevant groups that your target audience would follow.
Author: Anh Braddock, Social Specialist @ Coegi