2017 Product Direction Product Roadmap Themes & Feature Releases
LinkedIn Marketing Solutions Mission
Be the most effective platform
for marketers to engage
with professionals
Better achieve marketer
objectives
Prove value through
analytics & insights
Simplify access to products & capabilities
Target the
audiences that matter
Evolving our platform in 2017 to increase advertiser ROI
2017 LMS Product Direction
Better
achieve
marketer
objectives
Lead Gen Forms Capture leads seamlessly on LinkedIn H1 2017
Carousel SC Ad As A New Ad
Format
Leverage a content carousel to better engage your
audience and achieve your objectives H1 2017
New Dynamic Ad Formats New formats to drive performance for even more
marketing objectives H1 2017
New Text Ads Formats New formats to drive more engagement and better
performance H1 2017
Pre-Roll Video Beyond LinkedIn Engage your target audiences with high impact video
content across the web H2 2017
Prove value through
analytics & insights
Third Party Impression Tracking Integrating trusted third party impression tracking
capabilities to help you better track results (Atlas &
Doubleclick)
H1 2017
Campaign Recommendations In-product insights to simplify your campaign optimization H1 2017
Demographic Reporting Beyond
The Click
Customizable demographic reporting to understand who
ads resonate with best H1 2017
Website Analytics & Visitor
Demographics
Track your website traffic (paid and organic) with
demographic data that’s unique to LinkedIn H1 2017
Marketing Analytics API Better plan and optimize your approach to LinkedIn with
APIs that provide insights and analytics H1 2017
Features and timelines are estimates, not commitments; Slide only includes notable releases
2017 LMS Product Direction
Features and timelines are estimates, not commitments; Slide only includes notable releases
Simplify
access to
products &
capabilities
Enhanced Advertising APIs Better manage your LinkedIn presence and ad campaigns through
APIs comparable to Campaign Manager H1 2017
Text Ads Available Through
Insertion Orders (IO) Availability to purchase Text Ads the way that fits your business H1 2017
Dynamic Ads For Self-Service Brand new self-service channel for marketers to drive engagement
with premium audiences using dynamically generated ads,
powered by profile data
H2 2017
LinkedIn Autofill In Campaign
Manager Drive more conversions by adding autofill to your landing pages H2 2017
Campaign Manager Platform
Enhancements
Evolving to an intuitive interface powered by intelligent campaign
planning and management tools Ongoing
Target the
audiences
that matter
Sponsored Content Beyond The
Feed
Scale reach through industry-trusted partners using LinkedIn
targeting capabilities H1 2017
Website Retargeting Engage audiences that visit your website with relevant content on
LinkedIn H1 2017
Contact Targeting Activate your account-based marketing efforts to reach key
prospects. Options to integrate your marketing automation system
(Marketo/Liveramp/Eloqua) or upload a .csv
H1 2017
Account Targeting Reach key decision makers & influencers at your key accounts H1 2017
Follower, Employee and Demo
Targeting Enhancements
Ability to target your followers and your employees, improvements
to IP/Geo profile targeting and additional demographic
enhancements.
H1 2017
Behavioral & Intent Targeting Exploring intent/interest-based (keyword) targeting, topic #
targeting H2 2017
Sales Navigator For Saved Leads Save your leads in sales navigator H2 2017
2018 Themes focused on creating a seamless
& efficient advertiser experience
Objective-based campaign creation and optimization
Pre-launch campaign result predictions
Automated message sequencing
Native video ad formats & analytics
CRM closed loop targeting and Sales Navigator saved leads
targeting
In-product access to trending content
New mobile-optimized products
©2016 LinkedIn Corporation. All Rights Reserved.
Easily generate high-quality leads from your campaigns, based on a
variety of calls-to-actions and objectives
LinkedIn Lead Gen Forms
8
Scale professional reach beyond LinkedIn to high quality 3rd-party mobile apps, publishers
Sponsored Content Beyond LinkedIn
Drive more followers for their LinkedIn
Company and Showcase Pages
Drive people to their website
and landing pages
New formats will be designed to drive performance for even more
marketing objectives and include custom backgrounds
New Formats for Dynamic Ads
More effectively engage professionals through video
Video advertising with LinkedIn
Video metrics not supported for 3rd party hosted video through Sponsored Content
To
da
y
3rd party hosted video through Sponsored Content
H2
-20
17
Pre-roll video beyond LinkedIn
20
18
Native video ads on LinkedIn
Matched Audiences: Website Retargeting Engage your website visitors with relevant content on LinkedIn as an
always-on strategy
Matched Audiences: Email & Company Power your account-based marketing efforts and reach key prospects
Matched Audiences: Data Integrations Engage audiences you’ve already identified as a target segment in
your database on LinkedIn
Next Gen Campaign Insights & Website Analytics Highly customizable reports that deliver value in real-time
CO
NC
EP
T
CO
NC
EP
T
Next Generation Campaign Manager Platform Simple and intuitive ad platform purpose-built to deliver results
● Simplified UI
● Set-up focused on your
goals
● Better campaign planning
tools
● Accessibility to new
features
● Improved creative set-up
Conceptual mock, but not reflective of final solution
CO
NC
EP
T
ADDING INTUITIVE IN-PRODUCT HELP & GUIDANCE
CO
NC
EP
T
DESIGNING OBJECTIVES TO REACH YOUR GOALS
CO
NC
EP
T
SIMPLIFYING HOW YOU REACH YOUR TARGET AUDIENCE
CO
NC
EP
T
INTRODUCING TOOLS TO EFFECTIVELY PLAN YOUR CAMPAIGNS
CO
NC
EP
T
STREAMLINING YOUR CONTENT CREATION EXPERIENCE
CO
NC
EP
T
OPTIMIZING YOUR CAMPAIGNS BASED ON YOUR GOALS
CO
NC
EP
T
GIVING YOU INSIGHTS INTO RESULTS BENCHMARKS
CO
NC
EP
T
ADDING A SEAMLESS PREVIEW FOR ALL YOUR AD FORMATS
CO
NC
EP
T
Account team provides additional advice on how to improve campaigns to
meet Amy’s objective of driving leads to her website
EMPOWERING YOU WITH TOOLS TO MEASURE RESULTS & OPTIMIZE
CO
NC
EP
T
26 26
LMS H2-2016 Product Direction (Look-Back at 2016 Product Enhancements)
Improve value/ROI Provide better
measurement and optimization
Further your strength in targeting
Simplify your platform & tools
Sponsored Content
beyond the feed beta
Optional Follow button in
Sponsored Content at CPC Conversion tracking
Members can “like”
comments in Sponsored
Content
Matched Audiences:
Account Targeting
New “years of
experience” targeting
facet
Restart inactive Sponsored
Content campaigns
Display available via
Programmatic
Improved Dynamic Ads in
Campaign Manager
Past company/job title
target facet
API integration with
Hubspot & Sprinklr
In-product Campaign
Insights Demographic
reporting beyond the
click Limited access to new
LI Autofill
Sponsored InMail for
Self-Service
Viral metrics
Design refresh with in-
product help
Reach the right customers with Display Ads using your preferred
demand-side platform (DSP) or agency trading desk (ATD)
Programmatic Display ROI
Measurement and optimization
Targeting Simplification
Choose whether include a follow button if you want more Company Page
followers and only pay for clicks that matter to your objectives
Upgraded Follow Button in Sponsored Content
Before After
ROI Measurement and
optimization
Targeting Simplification
New “years of experience” targeting facet Reach people based on how many years they have worked
ROI Measurement and
optimization
Targeting Simplification
Easily measure and optimize the business impact of your LinkedIn Ads investment using native attribution tools
Conversion Tracking ROI
Measurement and optimization
Targeting Simplification
Like Member Comments Drive more engagement with your target audience and make them part
of the conversation
ROI Measurement and
optimization
Targeting Simplification
Sponsored InMail for Self-Service Brand new self-service channel for marketers to reach professionals in the most personalized and direct way on LinkedIn
ROI Measurement and
optimization
Targeting Simplification
In-product insights simplify campaign optimization
Campaign Insights & Recommendations ROI
Measurement and optimization
Targeting Simplification
Coming soon: December 2016
Demographic Reporting Beyond the Click Rich, easy to use and customizable demographic campaign reporting to understand who ads resonate with best
ROI Measurement and
optimization
Targeting Simplification
Coming soon: December 2016
Saved Targeting Templates Save time and energy by saving your most frequently used segments so
you can use them again on future campaigns
Select a previously saved
audience that you created
ROI Measurement and
optimization
Targeting Simplification
©2016 LinkedIn Corporation. All Rights Reserved.