LinkedIn introduces First Impression and CTV Ads as B2B marketers double down on video

In a strategic push to help brands break through digital clutter, LinkedIn has unveiled a suite of expanded video advertising capabilities - including First Impression Ads, Reserved Ads, and enhanced Connected TV (CTV) Ads, aimed at empowering B2B marketers to capture audience attention and drive business outcomes.

The rollout comes as 90% of India’s B2B marketers identify audience attention as their biggest campaign challenge, according to LinkedIn’s 2025 B2B Marketer Sentiment Research. The study, which surveyed over 3,000 B2B marketers globally, found that 62% believe not investing in video could cost them their competitive edge, and a resounding 97% say video and influencer content are among the most effective tools to drive direct sales.

LinkedIn’s newly introduced First Impression Ads give marketers exclusive access to the first ad impression a professional sees each day - a feature designed for high-impact single-day campaigns. Reserved Ads extend that momentum by securing top placement in users' feeds beyond launch day. Meanwhile, the expanded CTV Ads now offer improved targeting in the US and Canada, along with simplified integration through platforms like Innovid and Sprinklr — a boon for the 76% of Indian B2B marketers who say CTV helps reach customers more consistently.

“With attention spans shrinking and competition intensifying, B2B marketers need more than just creative stories — they need content that grabs eyeballs, earns trust, and drives action. The opportunity lies in pairing high-impact social video with relevant influential voices to turn passive scrolls into meaningful views, and eventually into buying decisions. Our new video solutions are designed to help marketers do just that – cut through the noise while maintaining credibility and authenticity that move audiences towards engagement,” said Sachin Sharma, Director, LinkedIn Marketing Solutions, India. 

The report also highlights a growing reliance on influencer and creator partnerships, with 72% of marketers saying their strategy is incomplete without them, and 84% confident these campaigns will drive sales by year-end. As B2B buying becomes increasingly influenced by social media and peer networks, LinkedIn’s new tools arrive at a time when the demand for authentic, results-driven storytelling is at its peak.