LinkedIn ramps up video ad tools, launches First Impression ads and CTV upgrades for B2B

LinkedIn is expanding its video advertising capabilities with the launch of First Impression Ads, Reserved Ads and enhanced Connected TV (CTV) placements, aimed at helping B2B marketers break through attention barriers and drive sales.

The formats were announced ahead of Cannes Lions, where LinkedIn is serving as the official LIONS B2B Partner and headlining the inaugural LIONS B2B Summit. The moves come as B2B marketers increasingly embrace video and creator partnerships to compete for shrinking audience attention.

First Impression Ads are a new vertical, full-screen format designed for single-day campaigns, appearing as the first ad a member sees on LinkedIn. Reserved Ads, meanwhile, allow brands to secure premium feed placement in advance for sponsored content, such as Thought Leader Ads, to maximise reach and control over timing. Both formats will roll out globally later this year.

LinkedIn is also enhancing its CTV ad product, offering improved targeting, premium reach, and more robust analytics. The company says its CTV inventory is over four times more effective than linear TV in reaching B2B audiences, citing iSpot measurement data.

The expansion builds on LinkedIn’s strategy to help advertisers reach the platform’s 1.2 billion members and 69 million listed companies across both on- and off-platform environments.

In parallel, LinkedIn has released its 2025 B2B Marketer Sentiment Research, based on a survey of 250 Australian marketers. It found that 91% say B2B social video is effective at driving direct sales, but 90% cite capturing attention as their biggest challenge. More than half say video investment is essential to stay competitive, though many senior leaders still default to traditional tactics due to risk aversion.

“As attention becomes scarce, B2B brands must aim to become one of the top companies to be considered for a purchase,” Matt Tindale, managing director of LinkedIn ANZ and head of enterprise solutions, APAC, said. “Videos are turning views into connections and connections into closed deals.”

Influencer marketing and short-form video are also on the rise, with 79% of respondents confident that creator-led campaigns will directly impact sales by year-end.