LinkedIn has announced the launch of new video tools tools and insights to help B2B marketers reach and engage with buying groups and innovate the capability to build confidence among decision-makers, ahead of Cannes Lions 2025.
The platform has introduced First Impression Ads – a new full-screen, vertical video format designed for single-day campaigns. These ads, which will be available to customers globally later this year, appear as the first impression a member sees on LinkedIn, giving brands a powerful way to launch product announcements, events, or major moments with maximum visibility.
For sustained impact beyond day one, Reserved Ads allow marketers to secure premium placement for sponsored content, such as Thought Leader Ads, as the first ad slot in the feed. Like choosing the front row at your favorite concert to guarantee the best view, this reservation-based approach gives marketers greater control, predictability and the ability to plan high-impact campaigns with confidence.
The platform’s Connected TV (CTV) Ads are available to customers globally to target audiences in the US and Canada. The feature has been expanded with capabilities with additional enhancements to offer more premium reach, easier activation and sharper insight – enabling brands to reach professional audiences off-platform through premium streaming environments.
Since launching last year, on average CTV Ads through LinkedIn are over four times more effective in reaching an advertiser’s B2B target audience compared to linear TV (as measured by iSpot)
Advertisers and agencies can leverage these features through LinkedIn’s professional community of over 1.2 billion members and 69 million listed companies to reach and engage with their target audiences and make their campaigns even more effective.
Social video driving results and grabbing attention: LinkedIn
LinkedIn’s newly released 2025 B2B Marketer Sentiment Research revealed 91% of Australian B2B marketers say social video helps drive sales, while 90% say grabbing audience attention is their biggest campaign worry. More than half (57%) also say that investing in video is imperative to avoid losing ground to competitors.
The research, which surveyed 250 B2B marketers across Australia, found that 76% believe they need to invest in more creative strategies to stand out in today’s increasingly competitive landscape but notede that creativity is still a hurdle
While senior marketers recognise the power of video and bold ideas to influence purchase decisions, 59% of Australian CMOs and VPs say they often default to traditional tactics over experimental ones as their leadership is risk-averse.
Matt Tindale: ‘Videos are turning views into connections, and connections into closed deals.’
As marketers face mounting pressure to deliver measurable results, they’re turning to what works. Video and influencer marketing are leading the way, with 91% and 89% of B2B marketers respectively identifying them as among the most effective strategies to drive direct sales. Short-form video is especially powerful, helping marketers build trust (71%) and reach decision-makers (70%).
Influencer and creator partnerships are also becoming essential to modern B2B strategies. More than half (56%) of marketers say their strategy is incomplete without them, and 79% are confident these campaigns will directly lead to sales by the end of the year.
Matt Tindale, Managing Director of LinkedIn ANZ and Head of Enterprise Solutions, APAC, said: “As attention becomes scarce, B2B brands must aim to become one of the top companies to be considered for a purchase. Video is helping brands get to the top of the list and stand out to drive direct sales.
“Videos are turning views into connections, and connections into closed deals. When paired with the right influential voices, it makes brands not just seen but also remembered and understood, and therefore bought.”