LinkedIn’s adding more assurance for video marketers via expanded Media Rating Council (MRC) accreditation for its video metrics, which will mean that more of LinkedIn’s data measurement systems have now been reviewed and approved by the industry body.
The MRC’s accreditation is a voluntary process, which crosschecks measurement and reporting systems to ensure that they adhere to industry standards across several key areas relating to ethical operations, disclosure, and delivery.
LinkedIn initially gained MRC accreditation for several of its display ad metrics back in 2023, and now, it’s re-accredited those elements, while also gaining accreditation for four video ad metrics.
As per LinkedIn:
“We’ve received new MRC accreditation for four video ad metrics on LinkedIn: gross impressions, net impressions, gross clicks, and net clicks. These video accreditations are applicable on LinkedIn.com and the LinkedIn mobile app to ads within Desktop, Mobile Web, and Mobile In-App for In-Feed Video Ads.”
That means that in addition to its display ads, which are shown outside the LinkedIn feed, the MRC’s accreditation now also relates to LinkedIn’s in-stream video promotions, expanding its approval to more elements.
Some of the definitions of these, however, don’t directly align with LinkedIn’s terminology, so it’s also shared this overview of how these new elements will be displayed within the app:
“If a metric is accredited by the MRC, a tool tip noting the accreditation is present when you click on the metric name in Campaign Manager. All metrics without a tool tip are not accredited by the MRC.”
The expanded verification will provide more assurance for LinkedIn’s ad partners, and with video gaining traction in the app, it could be an important addition to the broader LinkedIn marketing ecosystem.
Indeed, LinkedIn says that overall video watch time in the app rose 36% last year, while video content also generates 1.4x more engagement than other formats.
As such, the video marketing opportunity in the app is rising, and these additional accreditations could encourage more brands to try out LinkedIn’s video ad tools.
