LinkedIn Launches New Video Ad Tools and Adobe Express Integration

LinkedIn has announced a new suite of video advertising tools designed to help B2B marketers capture attention more effectively, reach key decision-makers, and boost brand awareness both on and off the platform.

In today’s B2B marketing landscape, video plays an increasingly vital role — especially during the awareness and trust-building stages. As the leading platform for professional networking, LinkedIn continues to evolve to meet advertisers’ needs by offering tools that combine precise targeting with strong visual impact. The new video formats and placement options enable brands to deliver key messages exactly when they matter most — in the first seconds of user interaction, during content consumption, or even on connected TVs.

These updates are especially valuable for the B2B sector, where the decision-making cycle is long, and engaging the right audience at the right moment is critical to campaign success.

What’s New?

First Impression Ads

This new full-screen vertical video format allows brands to reserve the first ad impression a user sees in their feed each day. It’s ideal for:

• product launches,
• major announcements,
• awareness-focused campaigns.

Think of it as the “prime time” of LinkedIn advertising — capturing maximum attention in the first moments of a user session.

Reserved Ads

Marketers now have the option to guarantee top feed placement for any Sponsored Content format, including:

• Thought Leader Ads
• Single Image Ads
• Document Ads

This enables better campaign planning and greater visibility among key audiences.

Connected TV (CTV) Ads Expansion

CTV ads are now available in the U.S. and Canada with several key enhancements:

• Partnership with Paramount: Access to premium streaming content with fixed pricing.
• Integration with Innovid: VAST tag support allows faster ad placement and more efficient video asset management.
• Expanded analytics and reach: Helping advertisers engage professional audiences beyond the LinkedIn platform.

Adobe Express Integration

Another major update is the integration with Adobe Express, opening up new possibilities for creating video content — even without dedicated design or video production teams. Marketers can now use ready-made templates optimized for LinkedIn’s formats, visual style, pacing, and audience expectations.

Videos are created directly in Adobe Express and can be exported straight into LinkedIn’s ad manager — quickly, seamlessly, and without any loss of quality. This greatly simplifies and speeds up content production, allowing teams to respond more agilely to new events, trends, or market demands.

Why It Matters

For a long time, B2B marketing was dominated by the belief that effective advertising meant numbers, analytics, and a “dry” approach. But trends are shifting.
According to LinkedIn research, 91% of marketers say their biggest challenge is breaking through the noise and truly capturing their target audience’s interest.

In this context, video is no longer just a format — it’s a mission-critical tool for emotional engagement, trust-building, and showcasing brand expertise. Creativity, visual identity, and the ability to convey complex messages in just a few seconds are now decisive factors.

The new tools from LinkedIn and Adobe make video not only effective but also accessible — even to small teams — significantly expanding the possibilities for B2B communication without the need for massive production budgets.

Conclusion

In a world where user attention is a scarce resource, LinkedIn is equipping marketers with new tools to make a powerful first impression and deliver their messages more effectively to the right audience.

These updates mark LinkedIn’s evolution from a purely professional networking platform into a full-fledged arena for B2B video campaigns.

This article available in Ukrainian.