Content Marketing Now Comprises 40% of LinkedIn's Ad Revenue
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LinkedIn generated revenue of $119 million selling ads during the first three months of 2015, a 38% increase over the year-earlier period, the company said Thursday. But the outlook for the second quarter and full year was weaker than expected, and headwinds for display ad sales meant a lot rides on the continued expansion of LinkedIn’s sponsored posts.
“With respect to display, we began to see steeper deterioration in the first quarter,” Steve Sordello, LinkedIn’s chief financial officer, said during a call with investors. “This reverses display’s relative strength throughout 2014, with growth declining approximately 10 percent year-over-year.”
Display ad revenue was particularly impacted in Europe, he said, citing a shift toward automated ad-buying.
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