New ad formats and expanded CTV capabilities aim to help marketers cut through the noise and drive results.

LinkedIn has expanded its video advertising capabilities with the launch of First Impression Ads, Reserved Ads, and enhanced CTV Ads, aimed at helping B2B marketers engage audiences more effectively.

According to LinkedIn’s 2025 B2B Marketer Sentiment Research, 90% of Indian B2B marketers cite audience attention as their top challenge, and 62% say investing in video is essential to stay competitive. Short-form video is emerging as a powerful tool, with 82% noting its role in building trust and influencing decision-makers.

To address this need, LinkedIn introduced First Impression Ads – full-screen, vertical videos shown as the first ad users see in a day, perfect for high-impact, single-day campaigns. For sustained visibility, Reserved Ads allow brands to secure the first Sponsored Content slot in a user’s feed, boosting awareness and share of voice.

LinkedIn is also expanding capabilities for Connected TV (CTV) Ads, which have proven over four times more effective in reaching B2B audiences than linear TV. With new integrations via Innovid and Sprinklr, advertisers can now activate and manage campaigns more easily. CTV Ads are available globally for targeting audiences in the US and Canada.

Influencer marketing is also gaining ground, with 72% of Indian marketers saying their strategies are incomplete without creator partnerships, and 84% expecting direct sales impact this year.

Sachin Sharma, Director, LinkedIn Marketing Solutions India, emphasized the need for content that grabs attention, builds trust, and drives action:
“Our new video tools empower marketers to stand out with authenticity and influence.”