Editorial Team LinkedInReported
In-Stream Video Ads
LinkedIn Rolls Out In-Stream Video Ads, Expands Creator Marketplace to Target Gen Z B2B Buyers.
LinkedIn Rolls Out In-Stream Video Ads, Expands Creator Marketplace to Target Gen Z B2B Buyers
LinkedIn is set to introduce a significant update to its advertising capabilities, with a new ad format designed to capture the attention of a crucial demographic. The professional networking platform will launch in-stream video ads on October 16, 2026, alongside an expansion of its Creator Marketplace.
What changed
The primary change is the introduction of in-stream video ads. This new ad format will allow advertisers to place video advertisements directly within the video content that users are already watching on LinkedIn. This marks an evolution in how brands can engage with their target audiences on the platform. Concurrently, LinkedIn is also expanding its Creator Marketplace, a move that complements the new ad format by potentially offering more avenues for content creation and distribution.
Who it affects
This update primarily affects advertisers. With the new in-stream video ad format, advertisers gain a fresh tool to reach their desired audience. The expanded Creator Marketplace also provides advertisers with more opportunities to collaborate with creators, potentially enhancing their content strategies. While the immediate impact is on advertisers, the broader goal, as noted by Net Influencer, is to target Gen Z B2B buyers, indicating a strategic shift in how businesses can connect with this demographic on LinkedIn.
Why it matters
The introduction of in-stream video ads on LinkedIn is significant because it provides advertisers with a more immersive and potentially more engaging way to deliver their messages. Video content continues to be a dominant force in digital consumption, and integrating ads directly into video streams can lead to higher visibility and recall. Furthermore, the strategic focus on Gen Z B2B buyers, coupled with the expanded Creator Marketplace, suggests LinkedIn’s commitment to evolving its platform to meet the changing demands of modern business communication and the preferences of emerging professional generations. This could reshape how B2B marketing is conducted on the platform, offering new avenues for brand storytelling and audience connection.