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
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