Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Fundamentals of Social Media Marketing

Start the Course
Close
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing
Free Social Media Course
View Fundamentals of Social Media Marketing
Fundamentals of Social Media Marketing

Free Course:

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

LinkedIn Now Offers Moat Analytics Integration For Video Marketing Metrics

By Iris Hearn

Iris Hearn also recommends this free course, Fundamentals of Social Media Marketing.

LinkedIn Now Offers Moat Analytics Integration For Video Marketing Metrics

If you’re a long-time IMPACT reader, you’ll know that we’re big fans of using video in marketing and sales.

Free Course: Fundamentals of Social Media Marketing

Video captures your audience's attention and connects with them on a level standard display advertisements simply can’t match.

In fact, LinkedIn shared that video is the fastest growing type of content on its platform. When it comes to paid video ads, members spend almost triple the amount of time watching video ads as they do engaging with static advertisements.

So, it’s clear that video ads provide more engagement, but how can you tell if they're working?

Well, LinkedIn is seeking to help marketers answer that question.

The social platform announced this week that its advertising product will now integrate with Oracle Cloud’s Moat Analytics to help advertisers measure viewability performance of their ads cross-platform.

What is Moat Analytics?

Moat Analytics is a third-party measurement and analytics platform that offers cross-platform and cross-device measurement comparisons to give marketers the data they need to enhance performance.  

Moat’s viewability and attention metrics analyze what kind of creative best grabs audience attention, and what kind compels them to watch the video for longer.

Because it’s a third-party service, Moat gives advertisers additional oversight to validate the viewability metrics they see from LinkedIn advertising.

For further validation, Moat allows marketers to compare ad performance on one platform (like LinkedIn) to another (like Facebook), so they can gain actionable insights on what content best suits a specific platform.

These metrics give marketers the insights to have confidence in their ad performance, to see what’s working, and to analyze which platform each type of content is best suited to.

As stated by Mark Kopera, Oracle Data Cloud’s Head of Product for Moat Analytics

“Carpenters once told their apprentices to measure twice, then cut once, but in the digital world, effective marketers should measure everything, all the time,”

“Marketers need to be able to tell that the right audience is seeing their video ads to be sure those ads are having the right impact, and the launch of our integration with LinkedIn will give brands the validation they need around viewability and attention for their video ads.”


LinkedIn’s Heavy Investment in Ad Solutions

Just last week I wrote about LinkedIn’s mission to make its advertising product more competitive in comparison to other competing platforms.

Clearly, the company doesn’t show signs of slowing down anytime soon.

Most of these recent integrations take advantage of products already owned by LinkedIn’s parent company Microsoft, such as recent targeting enhancements powered by Dynamics 365 systems.

Because Moat is in the Oracle family — a Microsoft partner — this is no different.

I predict (and WILL link back to this post every time I’m correct) that LinkedIn will continue to roll out integrations or enhancements powered by other popular Microsoft-owned tools in the near future.

After all, LinkedIn has a large audience of professionals, many of whom likely use Microsoft products to conduct their everyday business.

Allowing these systems to integrate with each other is not only more user-friendly, but it also makes for a well-informed, high performing advertising campaign.

Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Topics:

News
Linkedin Marketing
Published on June 5, 2019

Recent Articles

INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned
October 25, 2021 • 7 min read
Drift report on pandemic fallout reveals seismic shift in marketing strategy
September 9, 2021 • 3 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
Why most marketing 'news' doesn't matter to inbound marketers
August 3, 2021 • 4 min read
Gartner: Slashed 2021 marketing budgets increases in-house ownership
July 30, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
How Facebook's news feed algorithm works and prioritizes content
July 14, 2021 • 4 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust
July 7, 2021 • 4 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
Google punts third-party cookie ban to 2023 for 'responsible planning'
June 25, 2021 • 6 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
Apple Mail privacy news spooks email marketers, newsletter creators
June 16, 2021 • 4 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
You can boost LinkedIn posts and promote events, marketers
May 28, 2021 • 3 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
Best times to post on social media in 2021 (new data)
May 19, 2021 • 4 min read
Deeper content engagement is up on desktop (new pandemic data)
May 7, 2021 • 4 min read
Google confirms demise of Q&A search feature, Question Hub lives on
April 26, 2021 • 1 min read
What is the new HubSpot Operations Hub?
April 23, 2021 • 2 min read
Big Google algorithm update moved to June with new performance report
April 21, 2021 • 4 min read