• by Colin Kirkland , Yesterday

LinkedIn is expanding its Event Ads format to allow brands to promote webinars, field events, hybrid experiences, and other event types beyond the Microsoft-owned business-focused social platform.

Off-Platform Event Ads are designed to help marketers promote any event on LinkedIn without or without an Event Details Page in order to expand reach and drive user registrations. Marketers hosting events on external platforms will now be able to run promotions directly in LinkedIn users’ feeds.

By allowing in-app promotions for off-app events, LinkedIn wants its ad partners to retain the ability to target their professional audience via the platform's suite of professional tools, while “still sending members directly to their own landing pages, registration forms, or livestream destinations,” per a recent LinkedIn announcement.

More specifically, by utilizing the Even Ad format to promote off-platform events, marketers can make use of event-based CTAs, accelerated delivery and lead-generation objectives.

Advertisers will also be able to view the amount of event registrations and relevant analytics connected to their off-platform event promotions within LinkedIn’s Campaign Manager.

<p">LinkedIn originally launched Event Ads in 2021 to help marketers promote events directly in the platform’s feed, with built-in planning tools and attendee metrics analytics. Since then, the company has expanded the marketers' possibilities for running, tracking, and promoting events within the app, with enhanced livestreaming and video capabilities.

According to the company’s internal findings, 62% of B2B marketers say events are one of the most essential marketing tactics for delivering full-funnel outcomes.

Off-Platform Event Ads have started to roll out to customers globally and will be available to all customers by May 6.