LinkedIn has announced some new ad options to help marketers tap into the rising popularity of video content in the app, while it's also got some improvements for its automated campaign creation process.

First off, LinkedIn's rolling out some updates for its Live Event Ads, which will provide more ways for businesses to display their promotions within live-stream broadcasts in the app.

As per LinkedIn:

"With Live Events on LinkedIn up by 14.4% in the past year, we're continuing to help marketers maximize their event strategy with new Live Event Ads features."

The latest updates include a new option to promote a members' post about the Live Event that your Company Page is hosting, via "Thought Leader Ads". The promotions will link directly to your event, providing the capacity to highlight user posts helping to boost interest and targeting.

Brands hosting a live event will also be able to share a "sneak peek" of their broadcast, with targeted users shown a 30-second video in their feed during or after the event.

That could help to drive more interest, by showcasing exactly what your event is about, helping to hook users who may have expressed an interest.

LinkedIn's also adding more targeting options within the event set-up process, so that you can reach a more specific audience with your event promotions.

Sticking with video, LinkedIn's also expanding its "Wire" program, which enables brands to run in-stream video ads alongside trusted publisher content in the app.

Initially made available to selected U.S. partners, LinkedIn's now expanding its Wire offering to EU brands as well, providing another way for marketers to tap into the popularity of video content in-stream.

LinkedIn says that 63% of B2B buyers say that short-form social video content helps inform their buying decisions, and LinkedIn's been looking to put more focus on this element, via a new video tab in the app. LinkedIn also notes that video uploads in the app have increased 34% year-over-year, and this expansion will provide another way for brands to hook into this element.

LinkedIn initially partnered with Barron's, Bloomberg, Business Insider, Forbes, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal and Yahoo Finance for its Wire program. No word as yet on whether it will expand this to more EU-specific publishers as a result of this update.

Finally, LinkedIn is also rolling out some updates for its "Accelerate" automated campaign creation experience.

Originally launched in limited testing last October, then expanded to more ad partners in July, LinkedIn's Accelerate ad option utilizes AI to effectively automate the entire campaign creation process.

LinkedIn says that brands that have used Accelerate campaigns have reduced their cost-per-action significantly, and now, LinkedIn's incorporating more options to facilitate more ad types.

"Starting this quarter, marketers can include a video or document ad, like an eBook, whitepaper or customer testimonial, in addition to a single-image, when creating an advertising campaign with Accelerate. We're also beginning to introduce new campaign objectives for Accelerate, including brand awareness, engagement, website conversions, and video views."

So now you'll have more ways to utilize LinkedIn's fully-automated campaigns, which could provide more value and utility.

LinkedIn says that all the new formats and objectives will be rolled out slowly over the coming months.

Some handy updates, which relate to where LinkedIn is seeing significant engagement growth. These new elements offer more opportunities, which could help you open new pathways for your campaigns.