LinkedIn is expanding access to its Wire video advertising programme, enabling more brands to place pre-roll video ads alongside content from premium publishers within the platform.
Originally launched in June 2023 with a limited set of partners, Wire allows advertisers to align their messaging with professionally produced business and finance content. LinkedIn opened the programme to EU publishers last October and is now offering broader access through its self-serve Campaign Manager platform.
The update means B2B marketers can choose from a list of selected publishers—including Bloomberg, Business Insider, Forbes, Reuters, The Wall Street Journal and LinkedIn News—and target audiences watching their video content with pre-roll ads.
LinkedIn says the placement is designed to boost brand recall by associating messages with trusted professional content. The expansion comes amid rising video consumption on the platform, with overall watch time up 36% year-on-year, according to LinkedIn.
Advertisers can now manage Wire placements directly through Campaign Manager under the platform’s in-stream video ads offering.
The move reflects a wider push by LinkedIn to improve video engagement and provide more targeted, premium advertising opportunities for B2B brands.
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