LinkedIn expands video ad options: New ad formats for maximum visibility

LinkedIn continues to focus on video - and is introducing new advertising formats that offer even more opportunities for companies to reach their target groups effectively. The focus is particularly on "First Impression Ads" and expanded Connected TV Ads (CTV Ads). This is LinkedIn's response to the increasing importance of video content in B2B marketing.

First Impression Ads: Visibility at login

With the new First Impression Ads, LinkedIn offers advertisers the opportunity to display their promotion as the first advertising format directly after the user logs in. The vertical, full-screen video format is specially designed for daily campaigns and ensures maximum attention - ideal for product launches, events or important announcements.

First impression ads are displayed exclusively as the first ad in the feed. In this way, brands benefit from a particularly high level of visibility and reach their target group precisely when they are most active.

Reserved Ads: Secure first position in the feed

In addition to First Impression Ads, there is a similar offer with Reserved Ads for other advertising formats such as Thought Leader Ads, Single Image Ads and Document Ads. This allows companies to reserve the first ad slot position in the feed for their campaign and thus significantly increase brand awareness and share of voice.

Connected TV Ads: Extended reach and new partners

LinkedIn is expanding its Connected TV Ads (CTV Ads) to include further premium publishers. In addition to NBCUniversal, Paramount is now also part of the CTV Select offering. Advertisers can thus combine LinkedIn's professional audience data with Paramount's high-quality streaming inventory and reach millions of monthly viewers in the USA.

With the integration of VAST tags (Video Ad Serving Template) and the collaboration with Innovid, the compatibility and performance of video ads on different platforms is further improved. In addition, the integration of Sprinklr's CTV API makes it easier to create and manage CTV campaigns directly in the Sprinklr tool.

Video content on LinkedIn: increasingly important for B2B marketers

The importance of video content on LinkedIn is growing rapidly: According to a recent LinkedIn survey, 91% of B2B marketers see attracting attention as the biggest challenge, 66% believe that they would lose out to competitors without video investments. Short-form videos in particular are on the rise - 77% of marketers confirm that they use them to build trust with their target group.

Simple video production with Adobe Express

LinkedIn is partnering with Adobe to make video production even easier for businesses. Adobe Express now offers LinkedIn-optimized video templates that advertisers can use to design their promotions quickly and professionally.

Conclusion: More opportunities for successful LinkedIn campaigns

With First Impression Ads, Reserved Ads and expanded CTV Ads, LinkedIn offers companies new ways to address their target groups in a targeted and visible manner. If you want to position your brand on LinkedIn, you should take advantage of the new video ad options - because video is the key to more attention and trust in B2B marketing.

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