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LinkedIn expands stories ad test to US, Canada

LinkedIn expands stories ad test to US, Canada

LinkedIn is rolling out stories ad tests beyond Latin America and Europe to include 1,000 campaigns in the US and Canada from more than 600 brands, including Cadillac, WeWork and Daimler AG. LinkedIn plans to expand the ad format availability further during 2021.

LinkedIn has begun testing advertisements within its fledgling “stories” format in the U.S. and Canada as the Microsoft Corp. -owned professional networking platform seeks to boost ad revenue.

Stories are ephemeral full-screen vertical videos, photos and text images for mobile devices, first popularized by Snap Inc.’s Snapchat and later copied by others includingFacebook Inc. and Twitter Inc.

Since launching its own version of stories in the U.S. in September and globally in October, LinkedIn said its members and businesses have posted more than three million stories on the platform. But it remains to be seen whether stories will take off on a social network organized around careers and business the same way they have on platforms intended for more personal and casual communication.

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