LinkedIn is deepening its focus on video, positioning itself as a premium platform for corporate storytelling. At its first-ever NewFronts presentation, the company introduced a range of expanded video ad formats and distribution tools designed to help marketers reach professional audiences more effectively.

Video consumption on LinkedIn continues to grow. The platform reports a 36% year-on-year increase in time spent watching video content, with video posts generating 1.4 times more engagement than other formats. In-stream video ads are also performing well, delivering twice the average video completion rate.

To build on this momentum, LinkedIn is enhancing its suite of video ad products. New and updated offerings include First Impression Ads, BrandLink, Connected TV (CTV) placements and improved Event Ads. Each solution is tailored to different points in the B2B marketing funnel, from awareness to conversion.

First Impression Ads: Capturing Daily Attention

First Impression Ads are LinkedIn’s most exclusive video format to date. These vertical video ads appear as the first ad shown to a user in the feed, delivering a bold, full-screen experience. Designed for mobile, this format guarantees single-day reach in specific markets, allowing advertisers to dominate attention during key moments.

Currently in testing, First Impression Ads are only available to LinkedIn-managed accounts in selected countries, including the US, UK, Canada, France and Germany. Campaigns must run for 24 hours, with fixed pricing and limited availability. Only one advertiser per market can run a First Impression Ad per day.

Advertisers can choose from predefined audience segments, such as tech decision-makers, high-net-worth individuals or small business owners. The format supports video only, with durations between 3 and 30 seconds. Ads autoplay in-feed and expand to full screen when tapped, with optional sound and call-to-action overlays.

This format is not available through auction, and inventory is sold on a first-come, first-served basis. Brand lift measurement is offered to advertisers spending at least $60,000, providing insights into campaign impact and audience recall.

BrandLink: Aligning with Trusted Content

BrandLink is LinkedIn’s contextual video placement solution. It allows advertisers to place pre-roll video ads alongside content from approved publishers and creators, helping brands align with relevant, high-quality media in a professional environment.

Advertisers can choose to work directly with a creator or publisher or purchase packages across entire content categories. These partnerships provide a credibility boost and help elevate brand favourability. All BrandLink placements run within the LinkedIn feed, directly before the chosen publisher or creator’s video.

Early results are compelling. BrandLink campaigns have delivered:

• 130% higher average completion rates compared to standard video ads

• 26% lift in ad recall among executive-level audiences

• 18% higher likelihood of a viewer converting after seeing a BrandLink ad before a lead form

These results suggest that context and credibility are becoming as important as targeting and frequency. BrandLink enables both by combining LinkedIn’s data capabilities with trusted content environments.

Connected TV and Off-Platform Reach

LinkedIn also highlighted growing support for Connected TV ads, which extend campaign reach beyond desktop and mobile. Through partnerships with platforms such as Roku, Samsung and Paramount, LinkedIn advertisers can now target B2B audiences on the big screen.

CTV ads help bridge the gap between traditional TV formats and digital targeting, enabling brands to reach decision-makers in both personal and professional settings. These placements are part of a broader strategy to deliver consistent messaging across multiple touchpoints.

Event Ads: Driving Visibility Before and After

Event Ads are receiving new capabilities that allow marketers to promote LinkedIn events more effectively. These ads can now support the full event lifecycle, from early awareness to post-event follow-up.

This is particularly relevant as more brands adopt hybrid or virtual event strategies. By combining live event engagement with LinkedIn’s targeting and retargeting tools, marketers can extend the value of every event touchpoint.

What It Means for Marketers

LinkedIn’s updates are not about launching brand new tools, but rather strengthening existing ones to match changing user behaviour. The focus on video, contextual placement and cross-device delivery reflects how professionals now consume content and make decisions.

Here are three key takeaways:

• Video is central to reach. Whether through full-screen formats like First Impression Ads or contextually aligned options like BrandLink, video is no longer optional. It is now a core medium for building brand visibility.

• Exclusivity adds impact. First Impression Ads offer a guaranteed presence in the feed, giving brands a competitive edge during important launches or announcements. Availability is limited, so planning and coordination are essential.

• Context drives performance. Placing video alongside trusted content improves engagement, recall and conversions. Tools like BrandLink offer a structured way to take advantage of this effect.

LinkedIn’s latest ad updates signal a clear direction. The platform is evolving from a networking tool to a sophisticated media environment tailored to professional audiences. Video is at the heart of this shift, offering brands new opportunities to engage users with richer, more targeted content.

Marketers looking to lead in B2B should be reassessing how they use video on LinkedIn. With exclusive formats, curated placements and expanded distribution, the platform now offers a video advertising ecosystem built for business outcomes. Those who act early will benefit most.