LinkedIn recently hosted its first-ever NewFronts in New York, highlighting the platform’s growing importance for B2B brands and its surge in video content. With the majority of B2B buyers now being millennials or Gen Z – who are avid video consumers – LinkedIn is transitioning to a B2B streaming hub showcasing creator-led original video programs, said the company.
LinkedIn cited a 2024 Forrester survey that found that 71% of today’s B2B buyers are millennials or Gen Z, who also consume the most video content on other social media sites. According to the social network, the future of B2B marketing revolves around video series sponsorships hosted by a growing class of B2B creators to connected TV ads targeting B2B decision makers.
To meet this demand, Linkedin announced “First Impression Ads,” allowing marketers to guarantee their video promotions are the first thing their target audience sees in-stream. This format promises to grab attention with a bold, broadcast-like presence in the LinkedIn feed and beyond.
At the event, the company also noted that a key part of this strategy is its video ad program, formerly known as Wire Program and rebranded as BrandLink last week. Launched in 2024, the service allows B2B advertisers to run in-stream video ads alongside content from publishers like Bloomberg and Forbes. With the recent redesign, advertisers can now also run video ads alongside LinkedIn-exclusive content from B2B creators.
Additionally, LinkedIn promoted its Connected TV (CTV) ad tool, which enables brands to reach Gen Z and millennial B2B decision-makers on partner platforms like Roku and Paramount. Currently, targeting for LinkedIn CTV ads is limited to the U.S and Canada.
“Video is becoming such a phenomenon on the platform that it just felt right for us to put a flag in the ground and say, ‘We’re really serious about this,’ by joining the lineup at the IAB-hosted event alongside the other major players in the social media space, such as YouTube, Meta and TikTok,” the company said.
The platform added it has seen a 36% increase in video consumption over the last year, driven in part by its TikTok-style vertical video feed, which has boosted B2B creators and influencer campaigns.
