Sponsored Content ad formats deliver native ads to the LinkedIn feed of members in your target audience. They can be displayed to LinkedIn members across desktop, tablet, and mobile devices. Personalization features are available in Dynamic, Sponsored Content, and Sponsored Messaging ads through supported macros and member account ads personalization settings. Learn more about personalization options for your LinkedIn ads.
Sponsored Content ads
Last updated: 2 months agoPlacements of ads on the LinkedIn Audience Network
Some Sponsored Content can appear on the LinkedIn Audience Network. This feature is currently available for ad sets using these ad formats:
- Single image ads
- Carousel ad
- Document ads
- Video ads
Sources for creating ads
Ads can be created in a variety of ways, including sponsoring posts by LinkedIn members or Pages, as well as by creating brand new ads from scratch in Campaign Manager.
| Content source | Ad type |
|---|---|
| Member or employer thought leader public posts you’ve selected to sponsor | Thought leader ads |
| Organic Page posts you have selected to sponsor | Ads that can be sponsored as single image, video, event, or article and newsletter ads. Note: This will vary depending on the media or destination URL in your post. |
| Content created directly in Campaign Manager | Direct Sponsored Content ads |
Available ad formats
When you create an ad, there are different ad formats you can choose from to display your content.
Here's a tip
Each campaign supports one ad format. If you want to mix multiple formats in the same campaign, select the flexible ads option during setup to use both single image and video ad formats together.
| Ad format type | Description |
|---|---|
| Single image ads | Single image ads include one image and appear directly in the LinkedIn feed. |
| Carousel image ads | Carousel ads allow you to display multiple images in succession in a single, carousel-style ad. They appear in the LinkedIn feed of members you want to reach. Call-to-action buttons are only available for carousels that use Lead Gen Forms. |
| Video ads | Video ads display video content in the LinkedIn feed. |
| Single job ads | Single job ads are a form of Sponsored Content that appear directly in a member’s LinkedIn feed. The ads promote one job opportunity that must also be posted on LinkedIn. |
| Event ads | Event ads help you promote an event created from your LinkedIn Page or an off-platform event in the LinkedIn feed. |
| Document ads | Document ads allow advertisers to promote documents directly in the LinkedIn feed. |
Permissions needed to create ads
To create new Sponsored Content ads in Campaign Manager or to sponsor organic posts from your Page, you’ll need:
- Super admin, content admin, or Sponsored Content poster admin access on the LinkedIn Page.
- Creative manager access or higher on the ad account associated with the Page.
To learn more about Sponsored Content, check out LinkedIn’s free, expert-built training course on this topic.
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Single image ads include one image and appear directly in the LinkedIn feed of professionals you want to reach, on both desktop and mobile devices, and on the LinkedIn Audience Network. They allow you to create your ad manually or with AI.
Use the table below to learn more about different AI features that can help create your ad.
The following is an example of a single image ad on desktop.
The following is an example of a single image ad on mobile devices.
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Reach professional audiences at scale in engaging video environments across the LinkedIn Feed and LinkedIn Audience Network.
To optimize the performance of your video ads, keep the following in mind:
- Show the most impactful content in the first 10 seconds of your video
- Test different ad formats to find the best combination of content and video length.
- Deliver your message with graphics, people, and text that extend viewers' interest.
- Consider adding subtitles to your video.
- Ensure your video content and objective align.
You can use our video ad tips when creating your video ad. Be sure to follow Sponsored Content best practices when creating your entire ad. You can also check out our troubleshooting tips if you have any issues creating your video ad.
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Sponsored Content is a collection of ad formats available when you create an ad set on LinkedIn. Sponsored Content ad formats include:
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Direct Sponsored Content ads are a type of Sponsored Content that are created in Campaign Manager. This differs from Sponsored Content, which is a collection of ad formats that includes posts sponsored from your LinkedIn Page or creator.
When you create Direct Sponsored Content in Campaign Manager, it won’t appear as an organic post on your LinkedIn Page but can display when members view your Page's ad library.
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Single job ads are a Sponsored Content ad format. The ads appear directly in a member’s LinkedIn feed. The ads promote one job opportunity that must also be posted on LinkedIn. They are served to members on desktop and mobile devices.
Example of a single job ad on desktop:Example of single job ad on mobile device:Job applicants is the only advertising objective available for single job ads.