Making it Easier to Break Through the Noise and Get Results with Video

By Lindsey Edwards, Vice President, Product Management, LinkedIn

What’s keeping B2B marketers up at night? Grabbing attention. Ninety-one percent of B2B marketers globally agree that grabbing audience attention is their biggest worry and the majority (66%) also agree that if they don’t invest in video this year, they will lose out to competitors.*

To stand out, expand reach, and drive results with video, we’re introducing First Impression Ads and expanding our CTV Ads capabilities. And to make video ad creation easier, we’re announcing an integration with Adobe to bring Adobe Express designs directly into Campaign Manager.

Why This Matters: Despite the fact that 67% of marketers** agree that their leadership prefers more traditional and stale marketing tactics, many are increasingly searching for ways to push the boundaries – and video is key to standing out. Additional insights from our 2025 B2B Marketer Sentiment Research* include:

• Reach decision makers with short-form video. 75% of respondents agree that short-form video helps them reach decision makers. 
• Video helps build trust. 77% of B2B marketers agree that short-form video helps them build trust with their audience.
• Grabbing attention on day one is key. 70% of survey participants said day one of a campaign is extremely important in driving the highest impact.
• Get creative. 80% of B2B marketers said they need to leverage creative marketing tactics to stand out because it’s more competitive these days.
• Make a lasting impact. 93% of marketers agree video is better at driving brand recall than single image ads.*** 

About the Capabilities: We’re announcing a number of updates that make it easier for marketers to continue innovating with video. 

Launch campaigns with confidence and maximize reach using reservation buying. Reservation buying can provide more predictability and control, while boosting reach to stand out in a crowded landscape. Knowing that day one is critical to make an impact, we’ve introduced First Impression Ads as a new full-screen, vertical video format for single-day campaigns to maximize visibility during your most important marketing moments. First Impression Ads allow marketers to target professional audiences, like small business owners or tech decision makers, and exclusively reserve the first ad impression that a member sees on a given day.

To sustain campaign impact beyond day one, B2B marketers can now also choose Reserved Ads to place their Sponsored Content – like Thought Leader Ads, Single Image Ads and Document Ads – as the first ad slot in the feed. Like choosing the front-row at your favorite concert to guarantee the best view, Reserved Ads help marketers plan campaigns with confidence and increase attention, brand visibility, and share of voice. 

Reach new engaged audiences and simplify CTV campaign creation. Our CTV Ads bring your brand to television screens – helping marketers reach professional audiences off-site through premium streaming environments, with the targeting and measurement you expect from LinkedIn. Since launching last year, we’re seeing on average that CTV Ads through LinkedIn are over 4X more effective at reaching an advertiser’s B2B target audience compared to linear TV (as measured by iSpot).  

Now, CTV Ads are generally available for customers to target buyers in the US and Canada and we’ve made additional enhancements to offer extended reach, easier activation, and sharper insights – all in one place: 

• Expanded reach across Paramount’s premium content: Our CTV Select offering – formerly known as LinkedIn Premiere – allows you to run campaigns served exclusively on a single publisher’s streaming portfolio with fixed pricing. By welcoming Paramount as our latest publisher to this program, advertisers can now combine LinkedIn’s professional audience data and Paramount’s premium streaming inventory to reach millions of monthly viewers. 
• Ease of use with new integrations: VAST tags make it easier to leverage existing video assets and reach the right people – no matter where they’re watching. Now, with new VAST tag capabilities powered by Innovid, marketers can easily connect and repurpose their creative assets within the Innovid platform to run CTV Ads targeting LinkedIn’s professional audiences. This streamlines the delivery of high-quality assets across screens, making it easier to scale storytelling and drive performance on CTV. And, to further simplify campaign creation and management, we’ve collaborated with Sprinklr to implement the first use of our CTV API, enabling advertisers to create, edit, and manage LinkedIn CTV Ad campaigns within Sprinklr.

Create high-quality video ads faster with Adobe Express. We’re also teaming up with Adobe to make video ad creation easier than ever, so you can deliver the right message at the right time. Creating high-quality video ads can be a hurdle for many B2B marketers – especially SMBs with limited time and resources. That’s why we’re enabling marketers to design in Adobe Express, leveraging professionally designed video ad templates, and export directly to LinkedIn Ads. Here’s how it works: 

• Create video assets using LinkedIn-optimized templates in Adobe Express
• Download the LinkedIn Ads add-on from the Adobe Express marketplace
• Select your ad account and click “Upload to LinkedIn Ads”
• Find your creative in LinkedIn Campaign Manager and promote

What Customers and Partners Are Saying:

“By bringing Adobe Express directly into the LinkedIn Ads workflow, you can take your ideas and designs and turn them into live ads within minutes. This will be a game changer for marketers – especially those with limited time or resources – looking to stand out in a crowded digital space.” – Aubrey Cattell , VP, Developer Platform and Partner Ecosystem, Adobe  

“Our integration helps marketers extend their LinkedIn video strategy to the largest screen in the home, combining Innovid’s creative tools with LinkedIn’s unmatched audience data to drive full-funnel performance.” – Christopher Murphy , SVP, Strategy & Business Development, Innovid

“With LinkedIn’s Reserved Ads, we were able to capture the attention of our most valued audiences in a premium, trusted and highly visible environment. The results exceeded our expectations, driving unprecedented engagement and visibility for IWC’s Ingeniuer collection, proving the power of bold storytelling in luxury marketing.” – Patricia Cilione , Department Manager Global Media and Digital Marketing, IWC Schaffhausen  

“LinkedIn’s integration with iSpot enabled us to measure on-target reach across partners, eliminate guesswork, and adopt an audience-first approach. This shift allowed us to reduce waste, enhance on-target reach, and make smarter, more efficient CTV investments – placing our audience at the heart of our strategy." – Lauren Firebaugh , Sr. Director of Global Brand & Campaign Insights, Salesforce  

“CTV has always been a powerful tool for driving awareness. But with our LinkedIn CTV Ad campaign, we were able to do something every marketer wants to do but is very hard to do — unlocking full-funnel performance with demand generation and lead generation at the same time. For us, this innovation that allows us to build brand momentum AND drive business is what we need to stay ahead in today’s market.” – Jonathan Vu , VP Marketing, Media and Sponsorships, ServiceNow  

Impact Customers Are Seeing: 

IWC Schaffhausen saw a 57% increase in CTR on Reserved Ads compared to standard auction Video Ads - IWC Case Study 

Salesforce achieved over 70% unique reach with LinkedIn's CTV Ads - Salesforce Video

Availability: CTV Ads are available for global customers to target buyers in the US and Canada. First Impression Ads and Reserved Ads will be available to customers globally later this year. 

Learn more about today’s news from VP of Product, Lindsey Edwards .

*2025 B2B Marketer Sentiment Research Methodology

LinkedIn commissioned Censuswide to survey 3,251 B2B marketers (18+) across the UK, US, France, Germany, Spain, Brazil, UAE, Netherlands, Singapore, India, Australia, Italy, and Sweden. The data was collected between April 22 - May 6, 2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. All ‘Agree’ statements combine ‘Strongly agree’ and ‘Somewhat agree’ responses.

**Including directors, senior marketing managers, or another job title.

***B2B ROI Impact Research Methodology

LinkedIn commissioned YouGov to survey 1,014 B2B marketers working for large companies across the UK, US, France and India. All fieldwork was conducted online between 29th November - 20th December 2024.