LinkedIn Rolls Out New Tools to Boost Ads & Marketing Revenue
LinkedIn (NASDAQ:LNKD) has rolled out two new tools – Targeted Updates and Follower Statistics – both of which are aimed to help companies and marketers target their followers and send them messages based on advanced targeting criteria like industry, seniority, job function, company size and geography. While Targeted Updates allows companies to interact with their followers by sending them relevant messages, Follower Statistics provides detailed statistics about their follower base, as well as engagement metrics such as likes, shares, comments, follower counts, and demographic information related to these data points. [1]
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LinkedIn recently launched a Follow button for companies, which like Twitter and Facebook, enables users to follow companies they are interested in for updates. With these new features as well as the following feature, LinkedIn is trying to boost user engagement on its platform and generate more revenue from its advertising and marketing offerings.
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We expect LinkedIn’s user engagement rates to increase in the coming years, which when combined with the expected increased visitor growth should lead to much higher revenue from ads and marketing.
Ads and Marketing currently account for nearly 30% of LinkedIn’s total $48 value estimate, which stands nearly 60% below its market price. LinkedIn competes primarily with Facebook and Google (NASDAQ:GOOG) in the online advertising space and Monster (NYSE:MWW) in online job search.
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