LinkedIn has launched a new Live Events Ads global ad format aimed at helping businesses to increase event registrations, build brand awareness, and drive measurable results from investments in events.

This new ad format comes as the number of professionals viewing events on LinkedIn has grown by 34% year-over-year. Live Event Ads will allow companies to promote their live event before, during, and after it takes place.

LinkedIn Australia Managing Director and Head of Enterprise Solutions, APAC, Matt Tindale, said: "With only 5% of buyers in-market for a new purchase at any given time, it's imperative for companies to consistently engage their audience in creative ways across multiple channels - from live events to video ads - to ensure their brand is memorable when it's time to buy. With the introduction of LinkedIn's Live Event Ads, brands can share their live event with the right people, nurture an online community, and build their brand with decision makers. This ad format offers brands the opportunity to create an authentic, two-way dialogue with audiences, to bolster trust and reputation."

In addition to Live Event Ads, LinkedIn is also introducing new ad offerings and measurement tools including Sponsored Articles, Dynamic UTMs, and LinkedIn CTV.

Sponsored Articles is a new ad format that allows brands to sponsor long-form articles and share valuable thought leadership content. Dynamic UTMs are designed to help companies better understand campaign performance by automatically adding UTM parameters to track the impact of LinkedIn ads on web traffic.

LinkedIn CTV is a new ad offering in Campaign Manager aimed at helping global brands target and reach audiences based in North America streaming television on connected sets. LinkedIn CTV builds on the success of In-stream Video Ads, which helps customers nearly triple their in-stream video completion rate.