LinkedIn’s Campaign Manager has introduced a new metric: Audience Penetration.

What does it measure? The percentage of your target audience that your ads have successfully reached.

For example, if your target audience size is 250,000 users, and your campaign has reached 8,000 users, your Audience Penetration would be 3.2%.

What’s a good benchmark? For B2B campaigns, an ideal audience penetration rate typically falls between 10 and 40%.

Why is my Audience Penetration low?

• Your audience might be too large. Shoot for between 50,000 and 500,000 for optimal results.
• Your ad spend is too low. Test spend between $50 and $100.

Find out more from a LinkedIn marketing expert.

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Let’s get it on the calendar.

Sometimes you have to create an entire universe to sell some cinnamon buns.

Convenience store chain Prezzburoni is deeply discounting cinnamon buns ahead of Cinnamon Bun Day in Sweden (October 4), so agency Åkestam Holst NoA whipped up a campaign from scratch, to say the least.

In a series of vintage-inspired OOH and print ads for what looks like the height of ’80s Italian fashion, something starts to look a little off.

All of the models are holding cinnamon buns.

There’s even a fake ’80s music video—shot and edited on vintage broadcast gear—and a fake record company to fully gaslight the public into believing cinnamon buns were a BFD in the ’80s.

In-cinna-ception.