LinkedIn Business has released a study for 2024 called "Chief Marketing Officer…

LinkedIn Business has released a study for 2024 called "Chief Marketing Officer Scorecard" (CMO Scorecard), which measures brand performance on LinkedIn.

The framework comprises three main components: creative quality, channel selection, and outcomes.

The study reveals that advertising effectiveness is 47% dependent on the creative quality of ads. Ads are evaluated based on attention, branding, and linkage. Key takeaways from the report include investing more in ads with a longer dwell time for higher attention, branding early in the ad for correct brand attribution, and linking the brand to relevant purchase situations through messaging in the ad.

The report also suggests spreading weekly spending evenly over the year and investing more in demand generation to maximize cost efficiency per exposure.

Companies are expected to shift budgets to ads with better performance on dwell time, branding, and linkage metrics and invest more in brand awareness ads versus direct response.

How do you plan to use these insights to optimize your ad strategies for improved brand performance and measurable business impact?

Share your thoughts and read the full article attached

Gabriel Menashe, thanks for the output on this interesting study 😎

Originally posted on LinkedIn. View the original post