LinkedIn has rolled out a suite of new video advertising tools designed to give B2B marketers greater visibility and creative control as video continues to grow in popularity on the platform.
The latest updates include a prominent new ad format called First Impression Ads, additional reserved ad options, and expanded Connected TV (CTV) capabilities.
The headline addition is the new First Impression Ads, a vertical, full-screen video format designed for single-day campaigns. These ads appear as the first sponsored post a user sees when they open LinkedIn and begin scrolling their feed—offering immediate, top-of-feed exposure that mimics takeover-style placements seen on platforms like Instagram and TikTok.
The format is aimed at brands launching major campaigns or seeking to build maximum awareness quickly. With users typically logging in for shorter, more focused sessions compared to other social platforms, the ability to capture attention at login could prove particularly valuable.
In tandem with First Impression Ads, the social media platform has also introduced Reserved Ads for other Sponsored Content formats, including Thought Leader Ads, Single Image Ads and Document Ads. These ensure a brand’s content occupies the top ad slot on a target user’s feed.
“Like choosing the front row at your favourite concert to guarantee the best view, Reserved Ads help marketers plan campaigns with confidence and increase attention, brand visibility, and share of voice,” said the company in a statement.
Connected TV: Paramount joins LinkedIn’s CTV Select network
On the Connected TV front, LinkedIn has expanded its premium CTV Select offering to include Paramount, joining NBCUniversal in the platform’s top-tier streaming inventory. This enables advertisers to combine LinkedIn’s professional audience data with high-quality TV-style placements, boosting brand reach via premium content.
Although Paramount was already part of LinkedIn’s basic CTV inventory, its inclusion in the CTV Select tier provides marketers with more exclusive targeting options and refined audience insights.
Broader compatibility and new partnerships
To ensure compatibility across viewing environments, LinkedIn has also integrated VAST tags (Video Ad Serving Template), powered by Innovid. This feature ensures consistent display and performance of video ads across various platforms, browsers and systems.
Further integrations are on the horizon. LinkedIn has partnered with Sprinklr to support its new CTV API, enabling marketers to create and manage LinkedIn CTV campaigns directly from the Sprinklr platform.
Additionally, a collaboration with Adobe will allow marketers to create LinkedIn-optimised video content using Adobe Express, including access to pre-built templates specifically designed for the platform.
Video on the rise
The move underscores the social media platform’s growing focus on video as a preferred format among users and advertisers alike. With more marketers experimenting with video content – and with the platform investing in its own dedicated video feed – these latest tools reflect the platform’s evolution into a more dynamic, multimedia-rich environment for B2B engagement.
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