LinkedIn Expands Video Advertising Suite with New First Impression Ads

LinkedIn is implementing substantial upgrades to its comprehensive LinkedIn Business Manager platform, introducing "First Impression Ads" and expanding its Connected TV (CTV) capabilities to help marketers capture audience attention more effectively in an increasingly competitive B2B landscape.

The professional networking platform's latest advertising innovations align with the growing importance of strategic video advertising in social media, with recent data showing 91% of B2B marketers citing audience attention as their primary concern.

Enhanced Video Ad Solutions

The new First Impression Ads feature offers advertisers a full-screen, vertical video format for single-day campaigns, ensuring their content appears as the first advertisement users see when logging into LinkedIn. This takeover-style option positions promotional content at premium placement near the top of users' feeds.

According to LinkedIn's announcement: "Reserved Ads help marketers plan campaigns with confidence and increase attention, brand visibility, and share of voice."

Expanded CTV Capabilities and Partnerships

LinkedIn has strengthened its Connected TV advertising program through several key developments:

• Addition of Paramount to its CTV Select partner network, joining NBCUniversal
• Integration of VAST tags powered by Innovid for improved cross-platform compatibility
• New collaboration with Sprinklr enabling streamlined CTV campaign management
• Partnership with Adobe Express to provide LinkedIn-optimized video templates

The platform's focus on video reflects current B2B marketing trends, as 66% of marketers believe they risk falling behind competitors without video investment. Notably, 77% of B2B marketers report that short-form video helps build trust with their audience.

Implementation Strategies

As LinkedIn continues to enhance its e-commerce and advertising capabilities, marketers should:

1. Utilize First Impression Ads for major product launches or time-sensitive announcements to maximize initial exposure
2. Take advantage of expanded CTV partnerships to reach professional audiences across premium streaming platforms
3. Utilize Adobe Express templates to create platform-optimized video content efficiently

The new advertising features will be rolled out globally later this year, while CTV Ads are currently available for global customers targeting buyers in the U.S. and Canada. These developments represent significant opportunities for marketers to enhance their LinkedIn presence and capture professional audience attention through video content.

For more information about video advertising trends and best practices, visit the Interactive Advertising Bureau's Video Center.