LinkedIn Introduces Creator Monetization, Threads Welcomes In-Feed Ads and Marketers’ Priorities Shift Amid Uncertainty
Welcome to Prosek’s Digital Download: where industry-leading insights in professional services and digital marketing collide.
Summer is almost here, and new developments in the digital advertising industry aren’t slowing down. In this edition, LinkedIn continues to expand its video monetization capabilities with “BrandLink”, Threads is rolling out ads within its feed globally and marketers’ priorities are shifting amid uncertainty.
Read more below to learn about the latest happenings.
3 Can’t-Miss Digital Updates
Social Media and Advertising
LinkedIn Takes First Steps Towards Creator Monetization With ‘BrandLink’
What's happening: LinkedIn continues to expand its video monetization capabilities by unveiling ‘BrandLink,’ formerly known as ‘Wire,’ with new features catering to creators. Previously, BrandLink enabled brands to place their video ads alongside “premium publisher content” in the app; now, those placements also extend to influencer content, and creators will receive a cut of the ad revenue.
Why it matters: This update serves as an incentive for both brands and creators to contribute video content to the platform, and it aligns with other social platforms’ creator monetization programs. Users’ time spent watching video content on the platform has increased 36% year-over-year, and we can expect that number to continue to rise given the encouragement towards video posts and ads. Initial advertisers selected to participate in BrandLink have seen strong results so far, which points to LinkedIn rolling out the initiative more widely. Marketers should consider how video plays a role within their advertising strategy and determine if BrankLink has the potential to strengthen ad placements.
Meta's Threads Begins Global Ad Rollout Within Its Feed
What's happening: After beginning tests in January of this year, Threads will now include image-based ads within its feed for users globally. Advertisers can expect to enable the new Threads ad inventory by checking a box in Meta Ads Manager, and will be able to utilize the same brand safety controls that are currently available to Facebook and Instagram campaigns.
Why it matters: Upon its initial launch in July of 2023 as a competitor to X, Threads’ future was uncertain. It has since made several updates, including the launch of a desktop UI. The launch of ads could be an indicator that monthly usage is steady, and the platform is here to stay. Given advertisers can opt out of the new Threads inventory in Ads Manager, they should consider taking a wait-and-see approach to determine if brands allocate more budget to the platform, or if Threads will fail to prove its value to advertisers.
Brand Safety Comes Second Amid Macro Uncertainty: Here’s What The Numbers Say
What’s happening: Economic uncertainty is driving marketers to place greater emphasis on performance metrics rather than other considerations, such as brand safety. While brand safety remains a priority for the majority of advertisers (71% of those polled still adopt brand safety measures), this total is down from last year. Among other changes from the last year, advertisers are less likely to align marketing efforts with social issues. This data highlights the effect of economic changes on marketers and advertisers, as prioritizing budget optimization appears to be many’s greatest priority.
Why it matters: Balancing budget with performance is always top of mind for marketers, but the current shift is notable given how critical brand image and values are to priority audiences. At Prosek, we maintain that brand safety is of utmost importance and prioritize strategies that balance performance goals with budget efficiency, without compromising where and how messages appear. Ads should be placed on the right medium with the right messaging at the right time. Your brand should be valued both internally and externally, and economic uncertainty shouldn’t overshadow the importance of maintaining brand safety.
Good Reads
The Brands and Marketing Campaigns That Won Webby Awards This Year
Meta’s Ad Biz Stays Strong but Economic, Regulatory Uncertainty Looms
Threads Tops 350M Monthly Users After Adding 30M in the Quarter
Looking Back on the Marketing Industry Over the Last 25 Years
Marketing Inspiration
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