Unlocking LinkedIn Audience Network (LAN)
What is LinkedIn Audience Network LAN?
LinkedIn Ads have a reputation for being on the pricier side but there’s a reason marketers keep coming back as the targeting is unmatched. If a brand is looking to reach senior decision-makers, niche industry pros, or high-intent B2B audiences, LinkedIn offer this hyper targeting at scale.
That said, running ads solely in the LinkedIn feed can limit your reach. That’s why LinkedIn slowly rolled out the LinkedIn Audience Network (LAN) giving advertisers more ways to connect with professionals beyond just the LinkedIn feed.
This means that brands activating the LinkedIn Audience Network allows sponsored content and video ads to appear beyond the LinkedIn feed, extending reach to a broader network of trusted third-party platforms. These include business-relevant mobile apps, industry-specific blogs, and reputable news websites.
How does it work?
It’s powered by LinkedIn’s targeting, so our ads still reach the right people just in more places. The platform’s delivery algorithm takes care of the heavy lifting, automatically optimising where our ads show up based on our campaign goals and the target audience.
LinkedIn’s delivery system uses intelligent algorithms to place ads in professionally relevant and brand-safe environments. This is ensuring brands message is seen in the right context and by the right audience.
Maintaining Quality and Brand Safety Considerations
When running campaigns through the LinkedIn Audience Network, brand safety and content quality remain a core focus. LinkedIn has implemented strong protections to ensure ads appear in trusted and high-quality environments. This goes for both on the platform and across its network of third-party sites and apps.
Brands have control over where their ads are shown. During campaign setup, it's possible to exclude specific app categories or types of publishers that may not align with brand values or messaging. This allows for a tailored approach helping ensure ads are only served in contexts that support the integrity of the brand.
What does this mean for advertisers?
For brands using LinkedIn, the audience network is a big win if you’re looking to boost reach and extend campaign visibility beyond just LinkedIn Newsfeeds. We recommend applying LAN across all LinkedIn campaigns and then monitor performance through LinkedIn Campaign Manager.
With access to high-quality inventory outside of LinkedIn, brands content can follow its audience beyond the feed helping boost campaign visibility and performance.
It’s particularly useful for brand awareness and content-driven campaigns but requires careful monitoring to ensure quality placements.
We can measure performance insights for both LinkedIn and its extended network, so we know exactly where the content is resonating across the network.