LinkedIn Expands Video Ad Programme, Adds Publishers and Creators
- tech360.tv
- Aug 26
- 2 min read
LinkedIn is expanding its video advertising program, adding new publishers and creator-led shows to draw marketing dollars. The number of creators on LinkedIn has nearly doubled since 2021, the company told Reuters.
Microsoft-owned LinkedIn announced on Monday that AT&T Business, IBM, SAP, and ServiceNow will sponsor the debut season of four video programmes. This forms part of an expansion of its BrandLink programme.
Launched last year as a publisher-focused Wire Program, LinkedIn rebranded BrandLink in May to include creators. The programme enables select publishers and creators to place pre-roll advertisements before their video content and earn a share of the revenue.
Since the programme's launch, LinkedIn has added more than 70 publishers and creators. The number of creators on LinkedIn has nearly doubled since 2021.
Social media platforms such as TikTok and Instagram depend on short-form video and creators for engagement, virality, and monetisation. Research firm eMarketer has stated that consumers trust influencers more than traditional advertisements.
On LinkedIn, creators and publishers will post short-form videos throughout campaigns lasting four to six months. Brands can run approximately 15-second pre-roll advertisements. They can also sponsor exclusive "Shows by LinkedIn" with pre-rolls and in-content branded spots.
AT&T Business will sponsor "Small Business Builders," featuring creators Candace Nelson and Marina Mogilko. IBM will back "Founder's Blueprint," with Guy Raz and Kara Goldin.
SAP will support "AI in Action," with Allie K Miller and Bernard Marr. ServiceNow will sponsor "The CEO Playbook," with Steven Bartlett and Dorie Clark.
"Advertisers are incredibly interested in connecting with people who make decisions, particularly in the business-to-business marketplaces," Matthew Derella, vice president of LinkedIn Marketing Solutions, said in an interview.
Derella added, "We're always thinking about how we can deliver more value to our members, creators, and our advertisers. Video is certainly going to be a critical part of that."
LinkedIn reported that BrandLink revenue rose nearly 200% in the three months to June 30 from the prior quarter. Payouts to publishers and creators have more than tripled year over year.
Ad spend has grown across various industries. Subscription-focused software companies lead with a 20% increase, while healthcare and professional services were up 14% each from June 2024 to May 2025.
New participants in the BrandLink programme include BBC Studios, BNR, TED, the Economist, and Vox Media. Bloomberg, the Wall Street Journal, Reuters, and Business Insider were already part of the programme.
Participation remains invite-only. LinkedIn did not disclose the revenue share for participants.
The U.S., UK, and Germany remain the largest contributors to LinkedIn's global ad revenue as of the fourth quarter. Brazil, India, and the U.S. are the fastest-growing markets.
Video is one of LinkedIn's fastest-growing formats. Video uploads rose more than 20% by July, and views saw a 36% year-over-year growth as of February.
LinkedIn is expanding its BrandLink video advertising programme, incorporating more publishers and creators.
New video shows are being sponsored by major companies including AT&T Business, IBM, SAP, and ServiceNow.
The BrandLink programme has experienced significant growth in revenue and payouts, with its creator base nearly doubling since 2021.
Source: REUTERS