Today, LinkedIn (NYSE: LNKD ) launched its new Sponsored Updates feature that allows the site's 3 million Company Pages to deliver content to LinkedIn members who don't necessarily follow a particular company.
LinkedIn said in a press release that marketers can't always get their slideshows, articles, videos, and whitepapers in front of perspective customers, and that Sponsored Updates will help them achieve that goal. "With Sponsored Updates, marketers will be able to distribute this content directly to relevant professionals in a place their customers and prospects are already consuming professionally relevant content," the company said.
Marketers who sign up for the Sponsored Updates feature will be able to drill down into the professional profile data of 225 million LinkedIn members in order to target the best audience.
The company said its Sponsored Updates will be shown on desktop, tablet and smartphone platforms, and will be clearly labeled as sponsored content. The new service is available today to companies with an account representative and will be available to all companies on LinkedIn by the end of July. The new updates will be available for purchase through cost per click (CPC) or cost per thousand impressions (CPM).