LinkedIn introduces Off-Platform Event Ads, giving advertisers a new way to promote events without needing a LinkedIn Event Page.
What’s going on. The new format allows advertisers to run Event Ads that link directly to external sites – such as webinar forums, landing pages or live streaming sites – instead of keeping traffic on LinkedIn.
This marks a shift from a content-based platform experience to a flexible, merchant-controlled journey.
How does this work. Advertisers can create an Event Ad using a third-party URL, add event information such as date and format, and choose from goals including awareness, engagement, traffic or lead generation.
Clicks send users directly to the external event page, while performance metrics are always trackable in Campaign Manager.
Why do we care. Until now, promoting events on LinkedIn often meant working within the confines of the platform, potentially fragmenting the user journey and limiting sign-ups.
Off-Platform Event Ads remove that friction by allowing marketers to tap into LinkedIn’s targeting while keeping traffic, data and conversions on their platforms – making it easier to scale campaigns and maintain a consistent experience.
What you can watch:
- That this drives higher registration rates compared to native event pages
- How marketers balance LinkedIn targeting with offline conversion tracking
- If LinkedIn extends the same flexibility to other ad formats
Availability. Off-Platform Event ads are being broadcast globally and are expected to be available to all advertisers on May 6.
Bottom line. By opening Event Ads to off-site locations, LinkedIn makes it easy for advertisers to measure event promotion – without forcing them to build within its walls.
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