LinkedIn Ads Dwell Time: What it is and how to benchmark your traffic - Ep 140

LinkedIn Ads Show

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Show Notes: Episode Summary

In this episode of The LinkedIn Ads Show, host AJ Wilcox dives into the newly introduced metric, dwell time, and explores its implications for LinkedIn advertisers. AJ provides an in-depth analysis of what dwell time is, how it’s measured, and shares valuable benchmarks to help you understand and improve your ad performance.

Key Discussion Points:

1. Introduction to Dwell Time:

   • Explanation of what dwell time is: the average time viewers spend on your ad before scrolling or clicking.
   • Importance of dwell time in measuring ad engagement and its role in the "attention economy."

2. New LinkedIn Features:

   • Introduction of LinkedIn's ability to sponsor newsletters.
   • Explanation of how to sponsor both company and individual newsletters.
   • Introduction of subscription and viral subscription metrics for tracking newsletter performance.

3. Connected TV (CTV) Updates:

   • Announcement of LinkedIn's connected TV frequency control.
   • Importance of managing ad frequency to avoid viewer fatigue.

4. Dwell Time Calculation:

   • Detailed explanation of how LinkedIn calculates dwell time based on ad impressions with more than 50% visibility.
   • Applicability of dwell time to various ad formats, including newsfeed ads, LinkedIn Audience Network campaigns, and connected TV.

5. Benchmarks and Insights:

   • Benchmark data on average dwell times for different ad formats and objectives:
     • Newsfeed ads: 2.68 seconds
     • LinkedIn Audience Network ads: 17.5 seconds
     • Connected TV ads: 23.55 seconds
     • Single image ads: 4.76 seconds
     • Thought Leader Ads: 3-5 seconds
   • Highest dwell time for job applicant objectives, followed by video views.
   • Lead generation objective with the lowest dwell time at 2.7 seconds.

6. Practical Applications:

   • How to find and use dwell time metrics in Campaign Manager.
   • AJ’s tips on incorporating dwell time into ad performance analysis alongside other metrics like click-through rates.
   • AJ's thoughts on why LinkedIn may have set different dwell time thresholds for paid and organic videos.

7. Community and Resources:

   • Invitation to join the LinkedIn Ads Fanatics community for access to courses, expert advice, and weekly group calls.
   • Encouragement for listeners to subscribe, leave reviews, and connect with AJ for further questions and feedback.

Call to Action: Join the LinkedIn Ads Fanatics community to deepen your expertise and engage with other LinkedIn Ads professionals. Subscribe to the podcast for weekly insights, and leave a review on Apple Podcasts to show your support.

Review and Connect: Listeners are invited to leave reviews, send questions or feedback via email at [e-mail], or message AJ directly on LinkedIn. AJ’s DMs are open for any inquiries and suggestions.

This episode provides understanding into the new dwell time metric and learn how to leverage it for better ad performance on LinkedIn.

Show Transcript:

For the full show transcript, see the show notes page here: Episode 140