Maya Robertson
LinkedIn took the stage at NewFronts for the first time, using the event to spotlight its increasing focus on video content and unveil several expanded ad options aimed at boosting brand visibility across its platform and beyond.
Video engagement on LinkedIn is on an upward trajectory. The company recently reported a 36% year-over-year increase in time spent viewing videos on its platform. Additionally, video posts generate 1.4 times more engagement compared to other content types, while in-stream video ads are seeing double the average video completion rate — metrics that reinforce video’s growing influence within the LinkedIn feed.
To capitalize on this trend, LinkedIn introduced a range of new and updated video advertising tools:
One of the most notable additions is “First Impression Ads”, designed to place a brand’s video as the first piece of sponsored content a targeted user encounters during a session. This format aims to provide a broadcast-style impact, positioning brands for maximum early-session visibility.
LinkedIn is also strengthening its Connected TV (CTV) ad placements, a feature it began rolling out in 2024. Through partnerships with platforms like Roku, Paramount, and Samsung Ads, marketers can now extend the reach of their LinkedIn video campaigns to larger screens, bridging in-app exposure with home entertainment environments.
Another refreshed offering is “BrandLink,” LinkedIn’s premium placement format that allows advertisers to align their video ads alongside curated content from selected publishers and creators. This environment offers greater contextual relevance and aims to associate brands with trusted voices across professional networks.
The platform also reiterated its commitment to promoting professional events. Event Ads on LinkedIn are gaining additional promotional layers, giving marketers expanded tools to drive awareness and engagement for upcoming webinars, conferences, and virtual meetups directly from the feed.
While many of these tools have been available in some form, LinkedIn used its NewFronts appearance to underscore how it is optimizing these features in response to growing video usage. Rather than launching entirely new products, the emphasis was on refining and scaling existing offerings to better align with evolving user behavior.
LinkedIn says these enhancements will begin rolling out gradually over the coming months, offering advertisers new ways to integrate their messaging into both the platform’s feed and connected digital ecosystems.
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