With video engagement on the rise, LinkedIn is doubling down on its investment in video advertising. At its first-ever NewFronts presentation, the platform unveiled several updates aimed at helping marketers connect with professional audiences in more impactful and immersive ways.
The company reports a 36% year-over-year increase in time spent watching video content on the platform, with video posts generating 1.4x more engagement than other formats. As businesses continue to explore new ways to communicate on LinkedIn, these new tools offer expanded possibilities for storytelling and visibility.
Introducing First Impression Ads and Connected TV Expansion
Among the key announcements was First Impression Ads, a new placement designed to give advertisers prime visibility. These ads ensure a brand’s video is the first one seen by a targeted user in-stream, offering what LinkedIn describes as a “bold, broadcast-like presence.”
LinkedIn is also continuing to invest in Connected TV distribution, expanding video promotions to reach audiences across platforms like Paramount, Roku, and Samsung Ads. This integration allows marketers to extend their LinkedIn reach beyond the feed, aligning with broader digital media strategies.
Elevating Brand Visibility with BrandLink and Event Ads
The platform also highlighted BrandLink – a recently renamed offering that places sponsored videos alongside curated content from reputable publishers and creators. This contextual placement enhances the relevance of brand messaging and builds credibility by association with trusted sources. It offers marketers a way to reach professional audiences in a more organic and value-driven environment.
Alongside this, Event Ads have gained new promotional features designed to boost the visibility of LinkedIn-hosted events. With improved targeting and more prominent placements, these ads help drive greater awareness and encourage registrations. The updates make it easier for brands to reach the right audience at the right time, turning events into stronger lead-generation tools.
What This Means for Marketers
While many of these features have been gradually introduced over the past year, LinkedIn used NewFronts 2025 to reinforce its commitment to video and offer a unified vision for its evolving ad ecosystem.
With video completion rates for in-stream ads reportedly doubling the platform average, LinkedIn is positioning itself as a performance-driven environment for B2B video marketing. These updates provide fresh opportunities for brands to connect meaningfully with their audiences, both on and off the platform. As LinkedIn continues to evolve into a multi-format content destination, marketers can expect more innovations that align with shifting media consumption habits and professional engagement trends.
You can also check out the latest coverage from SocialMediaToday and LinkedIn NewFront 2025 page to learn more about how to make the most of LinkedIn’s expanding video ad capabilities.
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