LinkedIn Corp (NYSE:LNKD) is admitting that its successful content platform strategy has substantially changed its ad business and the way the social network makes money.
The admission was made by Penry Price, LinkedIn Corp (NYSE:LNKD) vice-president of marketing solutions, in an interview with CNBC.
According to Price, content aimed at professionals is really an unmet need online when people really look into the matter. What LinkedIn Corp (NYSE:LNKD) has done is to focus on its strength, which is its expertise in thinking about professionals and the business-to-business landscape.
When asked about how the site’s content platform has changed the monetization and ad sides of the business, the executive readily admitted that content has considerably changed these sides of the business.
“Content has changed the whole reason for people to be on the site. We keep growing [as] more and more content gets published. From the monetization side, the ad business, we are finding our fastest growing product now actually […] is around sponsored content. The idea that the mobile device has changed how we all consume content, we now have an ad product that works in the mobile feeds that are relevant and targeted to these professionals,” Price said.
According to the LinkedIn Corp (NYSE:LNKD) executive, his firm found that content is being consumed seven times more on their site now as compared to the previous thought that the site was mainly for job searching and networking in the professional world.
Price’s comments are congruent with opinions that the company is actually ready to take on other media giants because of its successful content platform.
David E. Shaw’s D.E. Shaw & Co., L.P. ended 2014 with 633,813 LinkedIn Corp (NYSE:LNKD) shares. The stake increased 216% quarter over quarter by the end of the December quarter.
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