LinkedIn Unveils New Video Ad Tools for B2B Success
LinkedIn launches First Impression Ads and CTV solutions as 97% of B2B marketers find video content most effective for driving sales
Anureet Kaur
LinkedIn has just rolled out a powerful new set of video advertising tools designed to help businesses stand out in today's crowded digital landscape. The professional networking giant has introduced First Impression Ads, Reserved Ads, and enhanced Connected TV (CTV) Ads—all aimed at helping B2B marketers capture attention and drive better business results.
Why This Matters for Businesses
According to LinkedIn's 2025 B2B Marketer Sentiment Research, which surveyed over 3,000 marketers globally, 90% of India's B2B marketers say their biggest challenge is getting audience attention. In fact, 62% believe they could lose their competitive edge if they don't invest in video content. Perhaps most striking is that 97% of marketers surveyed found video and influencer content to be the most effective tools for driving direct sales.
These statistics show why LinkedIn's new video advertising options come at the perfect time for businesses struggling to stand out.
What Are These New Ad Tools?
First Impression Ads: This exciting new feature gives marketers exclusive access to the first ad a professional sees when they open LinkedIn each day. It's designed for high-impact, single-day campaigns when you need to make a big splash.
Reserved Ads: These ads help extend your campaign's momentum by securing top placement in users' feeds beyond the initial launch day, ensuring your message continues to reach your audience.
Enhanced CTV Ads: LinkedIn has expanded its Connected TV advertising with improved targeting capabilities in the US and Canada. They've also made it easier to use these ads by simplifying integration through platforms like Innovid and Sprinklr. This is particularly valuable since 76% of Indian B2B marketers report that CTV helps them reach customers more consistently.
The Rise of Video and Influencer Marketing
The research reveals a significant shift in B2B marketing strategies. As attention spans shrink and competition intensifies, marketers are turning to video content and influencer partnerships to build trust and drive action.
Sachin Sharma, Director of LinkedIn Marketing Solutions in India, explained: "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 Growing Importance of Influencers
LinkedIn's report also highlights how crucial influencer partnerships have become for B2B marketing:
- 72% of marketers say their strategy is incomplete without influencer or creator partnerships
- 84% are confident these campaigns will drive sales by the end of the year
This trend reflects how B2B buying decisions are increasingly influenced by social media and peer networks, making authentic storytelling more important than ever.
What This Means for the Future
LinkedIn's new video advertising tools arrive at a time when B2B marketing is evolving rapidly. As more business decisions are influenced by digital content, the ability to create engaging video that captures attention and builds trust will likely become even more crucial.
For marketers, these new tools offer an opportunity to stand out in a crowded digital landscape and connect with potential clients in more meaningful ways. By combining high-impact video content with strategic placement and influential voices, businesses can create more effective campaigns that drive real results.
For companies looking to strengthen their B2B marketing strategy, LinkedIn's expanded video capabilities offer exciting new possibilities for creating impactful, attention-grabbing campaigns that convert viewers into customers
