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EMARKETER

LinkedIn adds CTV and video tools to win B2B ad dollars

Article by Jeremy Goldman  |  Jun 4, 2025
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LinkedIn adds CTV and video tools to win B2B ad dollars
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Topics
B2B Marketing
Digital Video
Connected TVs
United States
Canada

The news: LinkedIn is expanding its video and connected TV (CTV) capabilities as B2B marketers ramp up investment in multimedia content to stand out. New features include First Impression Ads for day-one visibility, enhanced CTV integrations, and simplified creative workflows through Adobe Express.

  • Ninety-one percent of global B2B marketers say capturing attention is their top concern, and 66% believe failure to invest in video this year will put them at a disadvantage, per 2025 LinkedIn research.
  • First Impression Ads allow advertisers to reserve the first video spot seen by a user each day. The ad unit is now globally available, with Reserved Ads also available to give top-of-feed placement.
  • LinkedIn’s CTV Ads—now available for buyers in the US and Canada—deliver four times better targeting than linear TV, according to iSpot, and now include expanded access to Paramount’s streaming inventory.
  • New integrations with Adobe Express, Innovid, and Sprinklr simplify campaign creation and cross-screen delivery for video ads.

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