LinkedIn is testing a new program enabling publishers to stitch pre-roll ads from partners directly into organic video content they post to the platform.
A handful of publishers including The Wall Street Journal are currently participating in an “alpha test” of the program, which is called “Sponsored Editorial Content”, but LinkedIn has told publishers it intends to roll it out more widely.
The program currently allows publishers to include 15-second pre-roll ads from sponsors before their “organic” editorial video content. Publishers share editorial video content and ad creative with LinkedIn, which stitches the two together and publishes the resulting content as a single video to publishers’ feeds.
In terms of economics, publishers maintain direct relationships with advertisers and are responsible for collecting payment. Campaigns during the test period are being sold on a fixed CPM of $50, and 50% of revenue generated by publishers must be shared with LinkedIn.