B2B ads: It’s time to get creative, says LinkedIn study

For years, B2B advertising has been focused on functionality and features, but times are changing. A new study from LinkedIn and MAGNA Media Trials reveals creativity and emotion are the new superpowers of B2B marketing on LinkedIn.

Engaging and memorable

The research, which surveyed over 1,700 LinkedIn users, found that business decision-makers are increasingly tired of the same old, same old. They crave ads that are not only informative but also engaging and memorable. The study stated that creative ads are not just eye-catching; they are also highly effective in driving consideration and purchase intent.

Importance of visual storytelling

Decision-makers expressed a strong desire for more creative content, indicating a willingness to take action based on such ads. Furthermore, the study revealed the effectiveness of both video and display ads when executed with a creative approach, underscoring the importance of visual storytelling in the B2B space.

Creativity is a universal appeal

The study also found that while creativity is a universal appeal, there’s no industry immune to the lack of it in B2B advertising. From tech to finance, decision-makers across the board are yearning for a fresh approach.

You can download the full LinkedIn/MAGNA study here.