LINKEDIN REPORT: DRIVERS OF B2B AD EFFECTIVENESS

Summary from the TLDR Marketing newsletter

A new study from LinkedIn highlights that both format and creativity matter for B2B ads. Decision makers say that B2B ads lack humor, emotional appeal, characters they can connect with, and a unique perspective. Yet, when ads are seen as “creative” in those ways, decision makers are 40% more likely to consider purchasing from the brand. The study also found that video ads on LinkedIn tend to drive more impact than display ads.