Good news for marketers as LinkedIn has come up with Direct Sponsored Content that will help them to cater to the niche audience with much more customised content. Commonly abbreviated as DSC, this feature is an extended version of LinkedIn’s Sponsored Updates which was unveiled last year as a content marketing product. The benefit of DSC lies with the fact that marketers now have the freedom to post sponsored content on the LinkedIn homepage feed instead of publishing the content on the Company Page. It is worth mentioning that the page administrator can view the Direct Sponsored Content on the Company Page and only the Linked members who are the targeted audience can view the content on their homepage feeds.
According to industry experts, DSC will help brands in a far better way to personalise and test their content. Sahil Jain, co-founder and CEO of cross-network ad platform AdStage emphasises that formerly a company had to publish their ad on their Company Page to test its viability to attract customers and this was not at all useful. With Direct Sponsored Content, marketers can now carry out A/B tests accurately across audience segments. Targeting and testing is much easier and more useful with the help of DSC.