LinkedIn wants to be seen as a video-first platform for B2B marketers. At its first-ever NewFronts presentation, the company showed advertisers how it’s using video in its ad strategy. The platform discussed how it's bringing more short-form and creator-driven video content to the forefront.

LinkedIn’s VP of Marketing Solutions, Matthew Derella, told Marketing Brew that the company is now a place where business video happens. According to LinkedIn, users now spend 36% more time on video posts compared to last year, and video content generates 1.4 times more engagement than other formats. That’s a meaningful stat for advertisers trying to get more eyes on their campaigns.

LinkedIn focused its presentation on a rebranded video ad platform, BrandLink. Previously called the Wire Program, the tool supports in-stream video ads and gives advertisers access to video inventory from established publishers like Bloomberg, Reuters, and The Wall Street Journal, along with creator-hosted shows.

Advertisers can now place pre-roll ads or in-video signage, and even secure category exclusivity depending on the content and campaign, Derella told Morning Brew.

LinkedIn First Impression Ads 

LinkedIn also introduced a new ad product called First Impression Ads. These are vertical video ads that open full-screen when clicked. This ad format is designed for brands to secure the first ad placement users see when they open their LinkedIn feed. According to the platform, only one brand per day, per country, can run a First Impression Ad.

Connected TV and Event Ads 

LinkedIn also discussed its Connected TV (CTV) placements, which have been available since last year. These placements extend video promotions to devices and platforms like Roku, Samsung Ads, and Paramount.

LinkedIn’s Event Ads are also getting expanded promotion options. While not a new feature, the updates suggest LinkedIn is trying to help brands reach more professionals through this format.

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