LinkedIn has introduced new advertising formats and expanded its capabilities on connected television to help B2B marketers capture audience attention. 

The company has launched First Impression Ads, a full-screen vertical video format designed for single-day campaigns that reserves the first ad impression a member sees on a given day. The company also expands Reserved Ads, allowing marketers to place Sponsored Content as the first ad slot in feeds.

According to LinkedIn’s announcement, 91% of B2B marketers globally report that grabbing audience attention represents their biggest worry, citing LinkedIn’s 2025 B2B Marketer Sentiment Research, which surveyed over 3,200 B2B marketers across 13 countries between April and May.

The research reveals that 66% of marketers believe they will lose out to competitors if they don’t invest in video this year, while 75% agree that short-form video helps them reach decision makers.

As for CTV Ads, LinkedIn has made them generally available for customers targeting buyers in the U.S. and Canada. The company reports that CTV Ads through LinkedIn prove over four times more effective at reaching B2B target audiences compared to linear TV, as measured by iSpot.

The platform has expanded its CTV Select offering by adding Paramount as a publisher partner, joining existing streaming inventory. LinkedIn has also introduced VAST tag capabilities powered by Innovid and implemented its first CTV API integration with Sprinklr for campaign management.

Customer Results

Early adopters report measurable campaign improvements. IWC Schaffhausen achieved a 57% increase in click-through rate on Reserved Ads compared to standard auction Video Ads. Salesforce reached over 70% unique reach with LinkedIn’s CTV Ads.

ServiceNow reported unlocking “full-funnel performance with demand generation and lead generation at the same time” through LinkedIn CTV Ad campaigns. The company described the capability as enabling simultaneous brand momentum building and business-driving results.

B2B Influencer Hub

Research from The Influencer Marketing Factory, analyzing over 9,500 LinkedIn accounts, shows that the platform hosts more than 1.2 billion members globally. Fifty-nine percent of tech buyers use LinkedIn to consume B2B influencer content, while 75% of B2B businesses report using LinkedIn influencers in their marketing strategies.

LinkedIn’s Thought Leader Ads demonstrate measurable performance improvements: a 62% decrease in cost-per-click, a 252% increase in click-through rate, a 23% reduction in cost-per-lead, and a 48% rise in lead form completions compared to traditional ads.

Separate research from Metricool analyzing nearly 580,000 posts reveals that LinkedIn posts containing external links receive 4.9% more impressions and 13.57% more interactions than posts without links. Video content increased 53% in the past year, with impressions rising 73.39% and views increasing 52.17%.

Among LinkedIn’s top 100 B2B creators, images represent the preferred content format at 43.7%, followed by videos at 27.7% and text posts at 20.3%. Carousel posts generate the highest engagement at 45.85% and average 791.12 interactions.

The platform exhibits overall growth, with clicks increasing by 31.07%, total interactions rising by 24.13%, and engagement growing by 18.21% from 2024 to 2025.