Most business decision-makers say B2B ads on LinkedIn have clear messaging but lack emotional appeal, according to recent research.
The report was based on data from a study conducted by LinkedIn and MAGNA Media Trials. The researchers conducted controlled testing of 67 B2B ads in the LinkedIn news feed, measuring their effectiveness among business decision-makers. They also surveyed 2,032 business decision-makers.
Some 55% of respondents say the B2B ads they typically see on LinkedIn have clear messaging.
However, only 36% of business decision-makers say the B2B ads they typically see on LinkedIn are humorous or emotionally appealing.
Some 49% of business decision-makers say they'd be more likely to look into a B2B company's products/services if its ads were more creative.
The researchers found that when a B2B ad is perceived to be more creative, business decision-makers are 40% more likely to consider purchasing from that brand.
The researchers also found that B2B ads that are perceived to be more creative garner more view time and likes, on average.
About the research: The report was based on data from a study conducted by LinkedIn and MAGNA Media Trials. The researchers conducted controlled testing of 67 ads in the LinkedIn news feed, measuring their effectiveness among business decision-makers. They also surveyed 2,032 business decision-makers.
