In a bid to strengthen its appeal to B2B marketers, LinkedIn has announced the expansion of its video advertising capabilities with the introduction of two new ad formats, First Impression Ads and Reserved Ads, along with enhanced features for Connected TV (CTV) advertising. The updates are designed to help marketers increase visibility, engagement, and ultimately drive business results in an increasingly competitive landscape.
LinkedIn’s move is based on research showing that 77% of B2B marketers in India consider the first day of a campaign as critical for maximum impact. The newly launched First Impression Ads will allow brands to deliver full-screen vertical video campaigns that appear as the first ad a LinkedIn user sees in a day, ensuring optimal visibility for time-sensitive campaigns and launches.
To sustain visibility beyond the initial push, Reserved Ads will enable marketers to secure the top spot in users’ feeds over an extended period. This approach, likened to having “front-row seats” at a concert, aims to help brands gain consistent attention and a stronger share of voice.
Meanwhile, the platform has expanded the reach and utility of its CTV Ads, which are now globally available to target B2B audiences in the US and Canada. According to LinkedIn, CTV Ads are over four times more effective in reaching target B2B audiences compared to traditional linear TV, based on data from analytics firm iSpot. New integrations with Innovid and Sprinklr aim to make campaign setup and management more seamless for marketers.
These developments come at a time when video is becoming an increasingly vital tool for B2B marketing. According to LinkedIn’s 2025 B2B Marketer Sentiment Research, which surveyed over 3,000 marketers across 13 countries, 62% of Indian B2B marketers believe that investing in video is essential to stay competitive. The same research shows that 90% struggle to capture audience attention, making innovative formats more crucial than ever.
Short-form video and influencer collaborations have emerged as powerful tools in this context. A striking 97% of B2B marketers in India now consider video and influencer marketing among the most effective strategies for driving direct sales. Furthermore, 82% say that short-form video helps build trust and connect with decision-makers, while influencer content is quickly becoming a top investment priority.
The survey also highlights a significant shift in how B2B buying decisions are being made, especially among younger professionals who rely on peer recommendations and online influencers. Reflecting this trend, 84% of marketers expect influencer marketing campaigns to deliver direct sales by year-end, and 72% believe that no strategy is complete without creator partnerships.
Despite the strong case for creative and video-led approaches, many senior marketing leaders report facing pushback from risk-averse management. Around 72% of CMOs and VPs say their leadership prefers traditional strategies, hindering the adoption of more experimental methods.
“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.” Sachin Sharma, Director, LinkedIn Marketing Solutions, India, said. The new ad formats, First Impression Ads and Reserved Ads, will be rolled out globally later this year.