LinkedIn Bets Big on Video Ads: What’s Behind the Wire?

LinkedIn is doubling down on video advertising – and it’s bringing some of the biggest names in business publishing along for the ride. The professional networking giant is expanding its Wire in-stream video ad program, allowing far more brands to run short pre-roll video ads directly alongside premium publisher content in the LinkedIn feed.

Advertisers can now place their video spots in front of trusted business news and finance videos from Bloomberg, Forbes, Reuters, Yahoo Finance, and other top-tier outlets​. The move opens up LinkedIn’s previously pilot-only program to self-serve access, meaning B2B marketers can log into Campaign Manager, choose a participating publisher, and have their ad play right before that publisher’s video content.

This expansion comes as LinkedIn sees record engagement with video on its platform. Overall video watch time on LinkedIn is up 36% year-over-year, outpacing all other content formats​. With such a surge in video consumption, LinkedIn’s ad team is keen to give brands a way to ride the video wave and reach viewers in a context that screams credibility.

By widening the gates to The Wire Program, LinkedIn is effectively creating a brand-safe video ad network within its own walls. The program – first tested in 2024 with a handful of publishers – lets media companies sell 3–15 second pre-roll ad slots on their LinkedIn videos, with LinkedIn splitting revenue in return.

Want your 10-second promo to play before a Reuters market update or a Yahoo Finance earnings recap? Now that the beta is expanding, any marketer can align their message with content from these business publishers in a click.

This initiative is part of LinkedIn’s broader strategy to boost video advertising and invest in news content on the platform. The company has been rolling out new video features (like full-screen viewing and algorithmic video recommendations) and even introduced free LinkedIn Learning courses to help creators make better videos.

“We’re tailoring our video play for professional audiences,” LinkedIn noted, emphasizing that Wire ads give brands a chance to “show up where attention is already going”.

LinkedIn’s video ad expansion also reflects a sea change in B2B marketing: video isn’t just for consumer brands anymore – it’s now a centerpiece of B2B outreach. Crucially for the platform, video content has proven to work. 65% of B2B companies have gained new customers through LinkedIn video marketing.

Busy decision-makers crave “snackable” insights delivered in an engaging format that doesn’t demand too much time – exactly what short-form B2B videos provide. And a whopping 95% say that video content plays an important role in their purchase decisions​. So, video doesn’t just entertain – it influences serious business decisions.

LinkedIn’s latest expansion shows that even in the buttoned-up world of B2B, video is taking center stage. A new era of lively, attention-grabbing B2B video marketing is here, and LinkedIn wants to lead the charge​.