) has expanded its Sponsored Updates, part of the Marketing
Solutions segment, through the launch of two Certified Marketing
Partner programs - Sponsored Updates Partners and Content
LinkedIn's Sponsored Updates product was launched in mid-2013,
which enabled enterprises and organizations to reach out to their
targeted audience by providing company-specific slideshows,
articles, videos and whitepapers.
With the launch of Sponsored Updates Partners program,
LinkedIn will enable advertisers to join forces with marketing
solution providers to improve the ROI of their ad campaigns.
LinkedIn has roped in companies such as
), Brand Networks, SHIFT and AdStage for the partnership program.
Leveraging the marketing solutions provided by these companies,
advertisers can better manage the ad campaigns.
Under the Content Partners program, advertisers can take help
from the LinkedIn partner certified publishers and content
creators to make relevant and custom ads for target groups.
Advertisers can also get help from publishers such as The
Atlantic, Bloomberg, CBS Interactive and IDG Communications and
content creators like Atlantic Media Strategies, Contently,
Freshwire and Group SJR to increase engagement and
LinkedIn's initiatives to increase advertising revenues are
praiseworthy and we believe that advertisers are also taking a
note of the company's growing user base. Very recently,
LinkedIn's user base touched 300 million globally with more than
100 million users registered in the U.S. The company has
witnessed strong membership growth in India and Brazil.
International expansion remains a focal point for LinkedIn.
The company recently launched a Chinese language website to
expand its presence in the leading Internet market of China.
China is a big market and the huge Internet population (513
million) of the country translates into big business for all
social media companies. Considering the growth potential in the
country and its population, LinkedIn's expansion in the country
LinkedIn remains a pioneer and leader in the professional
networking space with a wide industry reach which enables it to
explore and tap into every opportunity to connect global
However, continued investments to provide new and improved
products and services might affect its profitability. We believe
the investments in strategic products are necessary as the
company faces stiff competition in the social networking space
from the likes of
), which are looking for a position in the professional
Currently, LinkedIn has a Zacks Rank #3 (Hold).
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