Linkedin launches new advertising tools

BY Nathan Jolly

June 5, 2025 10:49

LinkedIn activation at Cannes Lions 2024

Linkedin has launched a number of new advertising tools aimed at B2B marketers.

The platform is introducing ‘First Impression Ads’ a full-screen, vertical video format designed for single-day campaigns.

These ads appear as pop-ups, “the first impression a member sees on LinkedIn”, the company explained, and are intended for product launch announcements, event invites, or “major moments with maximum visibility.”

For longer-term campaigns, ‘Reserved Ads’ allow marketers to secure premium placement as the first ad slot in the feed, giving marketers more control and predictability about the visibility of their campaign.

2025 B2B Marketer Sentiment Research findings

In addition, Linkedin is expanding its connected TV ad capabilities with additional enhancements to give further reach, easier activation, and more granular insights.

This focus on video advertising follows the company’s 2025 B2B Marketer Sentiment Research, which surveyed 250 B2B marketers across Australia.

The findings showed 91% of Australian B2B marketers recognise social video helps drive sales, with 57% saying that investing in video is “imperative to avoid losing ground to competitors” in their field.

76% believe they need to invest in “more creative strategies” to stand out, yet 59% opt for traditional tactics over experimental ones, due to risk-averse leadership.

Matt Tindale, managing director of Linkedin ANZ, said video is “helping brands get to the top of the list and stand out to drive direct sales,” in a release announcing the advertising tools.

“Videos are turning views into connections, and connections into closed deals.”

The CTV tools are available now, with ‘First Impressions’ and ‘Reserved Ads’ due later this year.