LinkedIn finally crashed the NewFronts party, and they came bearing gifts–specifically, shiny new video advertising options that could change how B2B marketers think about the professional platform. For years, LinkedIn has been the buttoned-up cousin in the social media family, known more for job hunting and industry networking than viral videos. But that narrative is shifting.

LinkedIn’s marquee announcement was “First Impression Ads,” a feature that guarantees your video is the first promotion users see in their feed. The concept taps into something fundamental about human psychology: we remember firsts. 

Perhaps more intriguing is LinkedIn’s expansion into Connected TV territory through partnerships with major players like Paramount, Roku, and Samsung. Now, your LinkedIn video ads can follow professionals from their desks to their living room couch. 

LinkedIn also showcased its newly rebranded “BrandLink” feature, which allows video ads to appear alongside approved publisher and creator content. It’s contextual advertising for the professional crowd – your software solution ad appearing next to a relevant industry analysis, for example.

Add to that enhanced “Event Ads,” aimed at capitalizing on the continued boom in professional events. As virtual branding becomes the norm, LinkedIn wants to own the ad space around it.

In a nutshell, LinkedIn is positioning itself as the platform that understands the unique needs of B2B video advertising. The question isn’t whether video will dominate LinkedIn. It’s how quickly brands will adapt to make the most of it.

You can read more here.