Video is increasingly important on LinkedIn, prompting new video ad options like First Impression Ads and expanded CTV Ads capabilities to help B2B marketers capture attention and stand out. With 91% of B2B marketers worried about grabbing audience attention and 66% fearing loss to competitors without video investment, LinkedIn is enhancing tools to meet these needs. Integration with Adobe Express also simplifies video ad creation by allowing direct design export into Campaign Manager.
Importance of Video for B2B Marketers
Despite 67% of marketers noting leadership’s preference for traditional tactics, many seek innovative approaches, with video being critical to differentiation. Key insights from the 2025 B2B Marketer Sentiment Research include:
- 75% agree short-form video helps reach decision makers.
- 77% say short-form video builds audience trust.
- 70% emphasize the importance of day one in campaign impact.
- 80% believe creative marketing tactics are necessary to stand out.
- 93% find video more effective for brand recall than single image ads.
New Video Ad Capabilities
LinkedIn introduces several updates to empower marketers to innovate with video:
First Impression Ads: A full-screen, vertical video format designed for single-day campaigns to maximize visibility on day one. These ads allow exclusive reservation of the first ad impression a member sees, targeting professional audiences like small business owners and tech decision makers.
Reserved Ads: Extend campaign impact by reserving the first ad slot in the feed for Sponsored Content such as Thought Leader Ads, Single Image Ads, and Document Ads. This helps increase attention, brand visibility, and share of voice.
Expanded CTV Ads
LinkedIn’s CTV Ads bring brands to premium streaming environments, reaching professional audiences off-site with precise targeting and measurement. Since launch, LinkedIn CTV Ads have been 4X more effective at reaching B2B targets than linear TV.
Enhancements include:
- Expanded reach through Paramount’s premium content via the CTV Select program, combining LinkedIn’s audience data with Paramount’s streaming inventory to reach millions monthly.
- New VAST tag integration powered by Innovid, enabling marketers to repurpose video assets easily and target LinkedIn’s professional audiences across screens.
- Collaboration with Sprinklr to use LinkedIn’s CTV API, allowing campaign creation, editing, and management within Sprinklr for streamlined operations.
Simplified Video Ad Creation with Adobe Express
To address challenges in producing high-quality video ads, especially for SMBs, LinkedIn partners with Adobe to integrate Adobe Express. Marketers can:
- Use LinkedIn-optimized video templates in Adobe Express.
- Download the LinkedIn Ads add-on from Adobe Express marketplace.
- Upload video assets directly to LinkedIn Ads.
- Manage and promote creatives within LinkedIn Campaign Manager.
This integration aims to make video ad creation faster and more accessible, ensuring marketers can deliver timely, professional video content with ease.
