LinkedIn revolutionizes video advertising formats for professionals, with two key innovations: First Impression Ads and Reserved Ads. At a time when decision-makers' attention is fragmented, every second counts. This article deciphers the mechanics, benefits and stakes of these new advertising tools, illustrating how video is shaping B2B strategies, while examining recent technological integrations and their impact on influencer campaigns.
Video advertising has never been so strategic on LinkedIn. Faced with a demanding B2B market, the platform is rolling out innovative formats to capture attention from the very first seconds. This article takes an in-depth look at the clash between First Impression Ads and Reserved Ads: two complementary responses to the quest for visibility and engagement. Specificities, use cases, technological integrations and prospects: the complete deciphering for brands betting on video.
The battle for attention: First Impression Ads on LinkedIn, a visual shock at every first connection
The launch of First Impression Ads marks a strategic turning point for LinkedIn. This format, designed to maximize impact from the moment the platform is opened, is distinguished by its exclusive distribution during a user's first daily connection. In vertical, full-screen mode, it promises to offer the brand the privilege of being the first sponsored message seen, before any other content, in the news feed.
Behind this device, the challenge is based on an observation: professionals spend less time per session on LinkedIn than on platforms such as TikTok or Instagram. Attention is therefore a rare commodity, to be captured in the most receptive moments, i.e. when the application is opened. By positioning the brand at the very top of the feed, LinkedIn offers a unique window of exposure, ideal for :
- Launch a product with impact.
- Communicate on a corporate event or current event.
- Stand out in high-stakes or highly competitive campaigns.
| Characteristic | First Impression Ads | Reserved Ads |
|---|---|---|
| Display time | First connection of the day | First place in every session |
| Available formats | Full-screen vertical video | Video, image, document, thought leadership |
| Campaign duration | 24 hours (daily takeover) | Variable (long duration possible) |
| Impact | Attract attention, surprise effect | Ensuring a continuous priority presence |
The strength of this format also lies in perception: addressing the user at a time when his or her attention has not yet been drawn to other content. This logic is akin to the "high point" of live TV, offering the brand direct contact, without noise or immediate competition.
It's no coincidence that LinkedIn is inspired by the codes that have made video a success on other platforms. Short, immersive videos, once the preserve of Instagram, TikTok or YouTube Shorts (discover the YouTube Shorts update), are now becoming standard even in the B2B sphere. LinkedIn is capitalizing on this evolution in usage to achieve its engagement objectives.
What are the immediate benefits for B2B brands?
Choosing First Impression Ad comes with rapidly measurable benefits:
- Maximum visibility: first position in the feed, no competing content at the same time.
- Novelty effect: the user discovers the ad at the same time as his professional news.
- Increased engagement: according to LinkedIn, this format generates a significant increase in ad recall rates.
- Precise targeting: distribution can be segmented by industry, function or seniority.
To optimize this format, it is advisable to focus on videos of less than 15 seconds, with direct messages and a well-crafted visual identity (video size guide 2025).
By integrating First Impression Ads into a multi-channel strategy, brands can synchronize this strong point of contact with activations on other platforms, for example during a simultaneous launch on Instagram and TikTok (Instagram vs TikTok: cross-influence).
Case study: TechForBiz and the launch of a SaaS solution
To launch its new SaaS platform, TechForBiz opted for a First Impression Ad broadcast the day before a trade show. In less than 24 hours, the video generated double the click-through rate compared to a traditional in-stream campaign. The announcement effect, coupled with a message specially designed for the LinkedIn audience, helped to garner quality leads even before the event began. This case study perfectly illustrates the value of this format for strategic moments when attention must be monopolized.
First Impression Ads are thus becoming the tools of choice for brands seeking immediate impact, in a context where attention is a limited capital on professional social networks. At the crossroads of immersive video and advanced targeting, this format redefines the rules of the B2B game on LinkedIn and opens the way to new strategies, particularly in sync with the trends observed on LinkedIn. TikTok vs YouTube Shorts.
Reserved Ads: The ongoing visibility strategy for B2B video campaigns
While First Impression Ads play the card of the one-two punch, Reserved Ads point to another strategic dimension: that of controlled visibility over time. Here, LinkedIn extends the priority logic to all major sponsored formats (Thought Leader Ads, Single Image Ads, Document Ads), enabling marketers to secure top position at every session, even beyond the first connection.
This "front row" function acts as a VIP reservation on the platform's digital stage, ideal for :
- Raise the profile of experts or managers via Thought Leader Ads.
- Highlight a study, survey or white paper.
- Guarantee the visibility of a key message during highly competitive periods, such as product launches or corporate events.
| Campaign objective | First Impression Ads | Reserved Ads |
|---|---|---|
| Product launch/one-off event | Ideal | Possible |
| Long-term opinion leadership | Less suitable | Perfect |
| Continuous lead generation | Limited options | Excellent command |
| Corporate visibility | Rapid impact | Stable visibility |
In addition to its flexibility, the strength of Reserved Ads lies in its consistency and reassurance: the first impression is repeated on every visit to the platform, perfecting the memorization of the message. This helps to extend the reach of a campaign, while anchoring a brand in people's minds over the long term, in the face of a professional audience in constant demand.
Advanced Reserved Ads usage scenarios
- Reinforce brand awareness: A series of Thought Leadership contents can take pride of place in the feed to establish a leader's expertise.
- Optimize engagement with case studies: Download a white paper or consult a document "in one", multiplying the chances of conversion with a qualified target.
- Maintaining attention over a long decision cycle: Particularly in high value-added sectors (B2B IT, healthcare, consulting).
To reinforce their impact, Reserved Ads are integrated into multi-format sponsored content strategies, capitalizing on the diversity of LinkedIn assets: documents, videos, images, carousels. It is now possible to standardize visual identity thanks to recent technological integrations (LinkedIn API x Adobe Express), and optimize efficiency at every point of contact.
At the dawn of 2025, it's becoming essential for B2B brands to master multi-format distribution to conquer the professional audience. Successful synergy between continuous visibility (Reserved Ads), powerful speaking (First Impression Ads) and enriched experience (integrations with editorial partners or tools like Sprinklr) multiplies the ROI of video strategies on LinkedIn.
Case study: StartUplab and the "Sustainable Expertise" campaign
During the previous quarter, SME StartUplab booked the top position in the feed for a month-long series of Thought Leader Ads, featuring short educational videos on the challenges of sustainable innovation in SMEs. The result: 40 % more ad recall, and a doubling of downloads of their latest white paper compared to a standard campaign. This success highlights how consistent visibility impacts performance on LinkedIn, particularly when it comes to building legitimacy over the medium term.
Reserved Ads therefore offer advanced management of advertising exposure, an opportunity for brands to integrate video into their overall strategy, in line with trends on other platforms (YouTube TV or Instagram).
B2B video on LinkedIn in 2025: technical integration and convergence of uses
Beyond the choice between First Impression Ads and Reserved Ads, LinkedIn is shaping a true video ecosystem. This transformation is underpinned by technological innovation and openness to the outside world, key to maximizing the reach and consistency of B2B advertising campaigns.
- Paramount joins CTV Select: Brands can broadcast their LinkedIn campaigns on the platforms of streaming premium brands, such as Paramount+ or NBCUniversal, by leveraging professional data for precise targeting.
- VAST tags powered by Innovid: These tags ensure the optimal display of videos on any browser, simplifying the reuse of creative assets (see tips on the right video formats).
- CTV x Sprinklr API: Simplified centralized Connected TV campaign management, enabling synergy with other digital formats for real-time analytics tracking.
- Adobe Express & Canva: Creation of native LinkedIn video templates to democratize creative quality, even for SMEs and freelancers.
| Tool / Partnership | Benefits for B2B brands |
|---|---|
| CTV Select (Paramount, NBCUniversal) | Reach amplification, unique professional targeting |
| Innovid (VAST tags) | Efficient distribution on all media, reuse of assets |
| Sprinklr API | Synchronized management of multi-channel campaigns |
| Adobe Express / Canva | Simplified, high-performance video production |
The B2B advertising market is changing fast: 91 % of marketers say that attention is the number one challenge in 2025, while 66 % consider that to abandon video this year would be to lose a competitive advantage. More than three-quarters of marketers even see short-form video as a gas pedal of trust (view video highlights).
The keys to a winning video strategy on LinkedIn in the face of digital fragmentation
- Synchronize high points (product launches, corporate events) with First Impression Ads for massive impact.
- Maintain structured visibility over time via Reserved Ads, especially for market expertise and education.
- Vary content: alternating short videos, downloadable documents, series of images, to maximize engagement.
- Adapt to mobile uses: prioritize vertical format, subtitles and dynamic animations (complete ratio guide).
- Analyze and adjust in real time, thanks to integration with tools such as Sprinklr, Adobe Express or Innovid.
These are all levers for combining innovation, visual impact and precision targeting, in a world where the game of first impressions is becoming synonymous with commercial success. Agencies and marketing departments can thus adjust their investments, precisely measure return on engagement, and reinforce their opinion leadership on LinkedIn.
Working with ValueYourNetwork means benefiting from recognized expertise in influence marketing since 2016. Thanks to hundreds of campaigns across all social networks, the team knows how to connect brands and influencers with relevance. Their tailor-made support, from strategic advice to operational activation, guarantees the success of your video and social devices, whether on LinkedIn or elsewhere. Ready to get your message digital presence to the next level? contact us right now and start the adventure.
Video advertising FAQ: First Impression Ads vs Reserved Ads, which format wins?
Why choose First Impression Ads for a LinkedIn video campaign?
First Impression Ads guarantee maximum visibility during each user's first daily connection. This format ensures immediate impact thanks to its full-screen display and lack of competition, ideal for product launches and strong messages.
What are the advantages of Reserved Ads on LinkedIn for B2B video?
Reserved Ads enable you to maintain consolidated visibility over time, by reserving the first advertising position for each connection. This format helps build brand expertise and optimizes ongoing engagement.
How to optimize the return on investment of LinkedIn video ads?
Optimization requires a combination of the right format (First Impression for impact, Reserved Ads for continuity) and careful creativity. It's essential to test different types of video, target your audience precisely and use LinkedIn's analytical tools.
Are First Impression Ads right for small businesses?
Yes, because an SME can gain instant visibility during a key event, as long as its audience is well segmented and short, punchy messages are favored. Tools like Adobe Express make video creation more accessible.
Can Reserved Ads be combined with other LinkedIn video ad formats?
It makes perfect sense to combine Reserved Ads with native video content, documents and sponsored images. This complementarity enriches the strategy, varies the points of contact and strategically occupies the audience's attention.
What's the technical difference between Reserved Ads and First Impression Ads video?
Technically, the First Impression Ad is only displayed during the first daily session, while the Reserved Ad takes first place at every connection, and this on several types of format, not exclusively video.
Should video format always be vertical for LinkedIn?
Vertical is preferred to capture engagement on mobile, but LinkedIn accepts several ratios: it's advisable to consult the visual size guide to optimize each video campaign.
Does video investment on LinkedIn pay off for B2B?
Despite an often higher cost than on other platforms, the professional targeting and quality of the leads generated make the ROI very attractive, especially when campaigns are well calibrated.
How can you take advantage of innovations like CTV Select for B2B video?
By integrating Connected TV, brands can deliver their video ads to a very large professional audience via premium streaming partners, while retaining the finesse of LinkedIn targeting.
What resources are needed for a successful LinkedIn video campaign in 2025?
Success relies on combining the right formats, such as First Impression and Reserved Ads, mastering new technological tools and using experts like ValueYourNetwork. This trio maximizes the impact, engagement and B2B conversion of video.