In a significant move to empower B2B marketers and help them cut through the increasingly crowded digital landscape, LinkedIn has rolled out a suite of enhanced video advertising options, prominently featuring the highly anticipated “First Impression Ads.” This initiative comes as a direct response to the growing importance of video content and the challenges marketers face in capturing and retaining audience attention on the professional networking platform.
The announcement, made on June 4, 2025, highlights LinkedIn’s commitment to providing high-impact tools that drive business outcomes. The new features aim to capitalize on the platform’s surging video consumption, with reports indicating a 36% year-on-year increase in time spent watching video content and video posts generating 1.4 times more engagement than other formats.
The Power of the First Impression: ‘First Impression Ads’
At the heart of this expansion are the ‘First Impression Ads’. Much like takeover-style options seen on other platforms, these are full-screen, vertical video formats designed for single-day campaigns. Their unique selling proposition is the guarantee that a brand’s promotion will be the very first ad a targeted member sees on a given day. This exclusive placement offers unparalleled visibility and the opportunity to make an immediate, memorable impact.
For B2B marketers, who often face lengthy sales cycles and complex decision-making processes, the “first impression” can be critical. Research from LinkedIn’s 2025 B2B Marketer Sentiment Research, which surveyed over 3,000 marketers globally, reveals that a staggering 90% of B2B marketers in India (and presumably similar sentiments globally) identify audience attention as their biggest campaign challenge. Furthermore, 77% of Indian B2B marketers consider the first day of a campaign crucial for impact. First Impression Ads directly address this concern by ensuring maximum initial exposure to key professional segments.
These ads are currently in testing and available to LinkedIn-managed accounts in selected countries, including the US, UK, Canada, France, and Germany, with global availability expected later this year. They are designed for mobile-first consumption, emphasizing a bold, broadcast-like presence.
Beyond the First Glance: ‘Reserved Ads’ and Enhanced ‘CTV Ads’
In addition to First Impression Ads, LinkedIn is also introducing ‘Reserved Ads’. These allow marketers to secure the first in-feed Sponsored Content position throughout the duration of a campaign, aiming to increase overall visibility and share of voice beyond the initial launch day. This provides sustained top-of-mind awareness for brands looking to nurture leads over time.
Further solidifying its video advertising ecosystem, LinkedIn is expanding the capabilities of its Connected TV (CTV) Ads. Following an earlier rollout, LinkedIn reports that its CTV ads have proven over four times more effective than linear TV in reaching B2B audiences. The enhanced CTV offering includes new integrations through partners like Innovid and Sprinklr, simplifying campaign creation and extending reach to professional audiences on streaming platforms like Paramount, Roku, and Samsung Ads. This expansion is particularly relevant given that 76% of Indian marketers believe CTV ads improve their ability to reach audiences regularly.
Why Video, and Why Now?
The intensified focus on video advertising on LinkedIn is not arbitrary. The B2B marketing landscape is undergoing a significant transformation, driven by shrinking attention spans and an increasing reliance on digital channels for professional insights and purchasing decisions. LinkedIn’s 2025 B2B Marketer Sentiment Research also highlighted that 62% of marketers believe not investing in video could cost them their competitive edge, and a resounding 97% view video and influencer content as among the most effective tools for driving direct sales.
Sachin Sharma, Director, LinkedIn Marketing Solutions, India, emphasized this shift: “With attention spans shrinking and competition intensifying, B2B marketers need more than just creative stories — they need content that grabs eyeballs, earns trust, and drives action. The opportunity lies in pairing high-impact social video with relevant influential voices to turn passive scrolls into meaningful views, and eventually into buying decisions.”
The preference for short-form video is also evident, with 82% of marketers stating it helps build trust and reach decision-makers. Moreover, influencer and creator partnerships are gaining significant traction, with 72% of Indian B2B marketers stating their strategies are incomplete without them, and 84% expecting these campaigns to directly lead to sales by the end of the year. This aligns with broader industry trends, as Forrester’s 2025 B2B Marketing and Sales Predictions indicate that younger B2B buyers consult more than 10 external influencers before making purchasing decisions.
Implications for Marketers
These new video ad options provide a compelling set of tools for B2B marketers:
- Maximized Awareness: ‘First Impression Ads’ offer a unique opportunity to dominate mindshare at the start of a user’s day on the platform.
- Sustained Visibility: ‘Reserved Ads’ ensure consistent top placement, maintaining brand presence throughout a campaign.
- Expanded Reach: Enhanced CTV Ads allow marketers to connect with professionals beyond the traditional LinkedIn feed, leveraging the growing trend of streaming content.
- Performance Driven: The emphasis on video’s effectiveness and integrations with measurement tools underlines LinkedIn’s commitment to deliver measurable ROI for B2B campaigns.
- Targeted Engagement: LinkedIn’s robust targeting capabilities remain a core strength, allowing marketers to precisely reach professionals based on industry, job title, company size, and more.
As video continues to be a dominant force in digital consumption, LinkedIn’s strategic investment in these advanced video advertising solutions positions it as an even more critical platform for B2B brands looking to connect, engage, and convert their professional audiences. Marketers are encouraged to explore these new formats to enhance their storytelling and drive impactful business results in an increasingly competitive environment.
