Observed Signal · Jun 4, 2025 · Product Launch · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
LinkedIn Launches New B2B Video Formats
LinkedIn is expanding its B2B video strategy with three new ad formats: First Impression Ads (vertical fullscreen video shown on campaign launch day), Reserved Ads (the first Sponsored Content in the feed for predictable visibility), and Extended CTV Ads (global Connected TV reach with new integrations). The move is supported by data from a 2025 LinkedIn survey indicating that 83% of German B2B marketers cite attention as a top challenge, and 95% view video as the most effective method for direct sales, with 74% trusting short-form video and 71% of decision-makers being Gen Z or Millennials. LinkedIn also references an internal analysis of 72,000 static ads showing many failed to capture attention, underscoring video’s impact on engagement. Partnerships accompany the launch, including Innovid and Sprinklr for CTV, and Paramount as a premium streaming partner. The platform reports 154 billion annual video views on LinkedIn and an 11% higher dwell time for video content versus other formats.
New LinkedIn video formats for B2B marketing; moderate industry impact
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Key Takeaways & Evidence Grounding
- LinkedIn launches three new B2B video ad formats: First Impression Ads, Reserved Ads, Extended CTV Ads.
- Extended CTV Ads integrate with Innovid and Sprinklr and use Paramount's portfolio as a premium partner.
- LinkedIn internal analysis of 72,000 static ads found most generated little attention.
- LinkedIn reports 154 billion video views per year and 11% higher dwell time for video content versus other formats.
- 83% of German B2B marketers cite attention as the top challenge; 95% say video is most effective for direct sales; 74% trust short-form video; 71% of decision-makers are Gen Z or Millennials.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
LinkedIn Goes All-In on Video for B2B
LinkedIn’s VP Marketing, Davang Shah, argues video is becoming the default format for B2B marketing because long purchase cycles require trust-building and sustained attention. Shah cites a typical B2B purchase journey of about 272 days, involving 22 people, with only 5% of buyers in-market at any time, and notes 71% of B2B buyers are Gen Z or Millennials—groups that consume large amounts of video. LinkedIn promotes video through products and partnerships: video has been on the platform since 2017 (ads from 2018), BrandLink (pre-roll placements with premium publishers and creators), and a CTV offering integrated with The Trade Desk and Amazon DSP. LinkedIn is also prioritising measurement (conversions API, company intelligence), expanded targeting, and simpler buying workflows for advertisers.
Jay Askinasi to Lead Skydance Ad Sales; WBD Ad Leaders Exit
The $110 billion merger between Paramount Skydance and Warner Bros. Discovery has resulted in a leadership shakeup in ad sales. Jay Askinasi, who served as Paramount's chief revenue officer, will lead ad sales for the newly combined company, Skydance. Meanwhile, WBD's ad sales leaders, Ryan Gould and Bobby Voltaggio, are departing. Additionally, David Decker has been named president of content sales, and Ray Hopkins has been appointed president of distribution. The announcement was made by JB Perrette, co-chair and chief business officer of Skydance TV and Skydance DTC, who praised the new leaders for their experience and industry relationships. This move consolidates ad sales leadership under Askinasi following the historic merger.
AWNY, Jupiter Fest Spotlight Agentic Ads and Open Web
Advertising Week New York and the inaugural Jupiter Festival Miami highlighted the industry's shift toward agentic advertising and anxieties about the open web's future. Major announcements included TikTok's off-platform ad expansion and a new AI shopping agent, Meta's AI campaign assistant testing, and OpenAI's visual ads introduction. Paramount's $110 billion acquisition of Warner Bros. Discovery closed, forming Skydance. Key themes were the threat of AI to publisher traffic, the rise of AI visibility tools, the early stage of agentic media buying, unsolved cross-platform measurement, and the booming sports and retail media sectors. Deals included PubX's acquisition of Compliant and a $5 million Series A, and OpenAI's reported $30 billion round talks with BlackRock and UAE investors.
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