Observed Signal · May 8, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
LinkedIn Rolls Out First-Impression Video Ads
LinkedIn is expanding its video strategy for B2B marketing, introducing First-Impression Ads that guarantee a bold, first-appearance presence in feeds. The company also extends video reach to Connected TV (CTV) platforms such as Roku, Paramount, and Samsung Ads, and broadens event promotion through Event Ads for digital panels, live webinars, and conferences. A video-tab refresh is being tested as a carousel-style, topic-curated hub to surface relevant content, with themes like 'US economy slows down' and 'Job search must-haves for 2025.' Monetization is strengthened via BrandLink, which places ads beside publisher and creator content, and Thought Leader Ads. LinkedIn notes these moves alongside ongoing monetization efforts and cites a 45% increase in video uploads in its 2024 B2B Marketing Benchmark Report. The developments were showcased at IAB NewFronts in New York, with Lindsey Gamble documenting the video-tab test.
Expansion of LinkedIn's video ad formats and multi-channel strategy (CTV, event ads, curated video tabs) affecting the B2B advertising landscape.
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Key Takeaways & Evidence Grounding
- First Impression Ads guarantee a prominent, first-thing-in-feed presence for video campaigns.
- Video campaigns extend to Connected TV platforms: Roku, Paramount, and Samsung Ads.
- Event Ads expand to promote LinkedIn events (digital panels, live webinars, conferences).
- Video Tab is being tested as a carousel-like, topic-curated hub (e.g., 'US economy slows down', 'Job search must-haves for 2025').
- BrandLink and Thought Leader Ads monetize video, alongside a 45% increase in video uploads in LinkedIn's 2024 B2B Marketing Benchmark.
Connected Companies & Entities
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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.
Tubi and Roku Channel to Remain Separate After Fox Acquisition
Fox Corporation's planned $22 billion acquisition of Roku will not merge Tubi and The Roku Channel. Instead, both free ad-supported streaming services will continue to operate independently, preserving distinct brands, libraries, and user experiences. The key integration step is that Roku will take over ad sales management for Tubi, creating a unified sales structure across both platforms. This move is designed to offer advertisers a single point of contact for reaching both live-leaning and on-demand-leaning audiences. Fox cites different usage patterns – The Roku Channel focuses on live channels, while Tubi emphasizes on-demand movies and series – as the reason for keeping them separate. The deal is expected to close this year, pending shareholder and regulatory approvals, and the ad sales integration will only take effect after closing.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
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