LinkedIn has announced First Impression Ads, a vertical video format that gives advertisers exclusive access to the first ad impression a user sees each day. This full-screen video format is designed for single-day campaigns, letting advertisers capture attention during what the company calls “high-impact moments.” According to LinkedIn, the new format targets key marketing moments like product launches, events, or time-sensitive campaigns. It also allows advertisers to target by profession.

Reserved Ads extend visibility beyond day one

LinkedIn is rolling out Reserved Ads, which let advertisers lock in the first Sponsored Content slot in the feed for a longer stretch. These can include various formats like Thought Leader Ads, Single Image Ads, or Document Ads.
While First Impression Ads focus on a single day, Reserved Ads help maintain presence throughout a campaign’s run.

CTV Ads now widely available with new capabilities

LinkedIn’s Connected TV (CTV) Ads are now generally available in the US and Canada, and they are receiving some key updates. The offering allows marketers to run video ads targeting professional audiences, with expanded reach and more creative integration.
LinkedIn is adding Paramount to its CTV Select program. With this addition, advertisers can now run ads across Paramount’s streaming platforms using LinkedIn’s first-party professional audience data.

LinkedIn also says that its new VAST tag capabilities, powered by Innovid, will now allow marketers to reuse existing video assets. Advertisers can repurpose creative directly from Innovid into LinkedIn’s CTV inventory.

The company is also working with Sprinklr to roll out the first use of LinkedIn’s CTV API. This lets advertisers manage their CTV campaigns directly in Sprinklr instead of switching between platforms or tools.

Adobe Express integration for video creation

LinkedIn is also partnering with Adobe to improve video ad production. With the new Adobe Express integration, advertisers can now create and design video ads using LinkedIn-optimized templates, then export them directly to LinkedIn Ads.

Advertisers can download the LinkedIn Ads add-on from the Adobe Express marketplace. Once they have created their video asset using the built-in templates, they can choose their ad account and upload the asset directly to LinkedIn Campaign Manager.
This works similarly to LinkedIn's partnership with Canva, which also allows users to create and launch video ads directly from within Canva’s platform.

LinkedIn doubles down on video to attract B2B ad spend. The company is leaning into vertical video and mobile-first experiences, which have become more standard across platforms like TikTok, Instagram, and YouTube Shorts. At its recent NewFronts presentation, the company emphasized its investment in video.

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