LinkedIn Expands Wire Program, Boosting Video Ad Opportunities for Brands

April 18, 2025 – Article is around 2000 words
LinkedIn, the world’s leading professional networking platform, has unveiled a significant expansion of its Wire video promotion program, opening new doors for brands to connect with audiences through premium video content. This strategic move allows more businesses to place in-stream video ads alongside trusted publisher content, capitalizing on the platform’s growing video consumption trends. With a 36% surge in video watch time on LinkedIn, the Wire program positions brands to enhance visibility, engagement, and brand recall among professionals. This article explores the details of the Wire program expansion, its benefits for B2B marketers, and how businesses can leverage this opportunity to elevate their digital marketing strategies.

What is the LinkedIn Wire Program?

The LinkedIn Wire program is an innovative advertising solution designed to integrate brand video ads with premium publisher content within the LinkedIn app. Launched in beta in June 2024, the program initially partnered with a select group of high-profile publishers, including Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo Finance. These partnerships enable brands to run pre-roll video ads—short advertisements that play before a publisher’s video content—ensuring alignment with credible, professional material that resonates with LinkedIn’s audience of over 1 billion professionals.

The program’s core strength lies in its ability to offer brands strategic placement options through LinkedIn’s self-service Campaign Manager. Advertisers can choose specific publishers that align with their brand values and target audience, enhancing the relevance and impact of their campaigns. By associating ads with trusted content, the Wire program supports memory recall, a critical factor in B2B marketing where purchase decisions often involve multiple stakeholders and extended timelines.

Key Features of the Wire Program

• Pre-Roll Video Ads: Brands can place 3- to 15-second video ads before premium publisher videos, ensuring high visibility and engagement.
• Premium Publisher Partnerships: Collaborations with leading media outlets like Bloomberg, Forbes, and The Wall Street Journal provide a trusted environment for brand messaging.
• Self-Service Campaign Manager: Advertisers can select publishers, configure targeting options, and monitor campaign performance through LinkedIn’s intuitive advertising platform.
• Targeted Audience Reach: LinkedIn’s advanced targeting capabilities allow brands to reach specific job titles, industries, and professional demographics, ensuring ads connect with decision-makers.
• Brand Safety: With a 99% brand-safe environment, as reported by LinkedIn, advertisers can trust that their campaigns appear in professional, high-quality contexts.

LinkedIn Wire Program Expansion: What’s New?

The latest expansion, announced on April 15, 2025, marks a significant milestone for the Wire program. Initially limited to select U.S. partners, the program extended to EU publishers in October 2024, supporting EU targeting to meet regional demand. Now, LinkedIn is broadening access to more brands globally, making the Wire program available through its self-service in-stream video ads offering. This democratization of access allows businesses of varying sizes to tap into the power of video advertising on LinkedIn, a platform increasingly recognized as a leader in B2B marketing.

Why the Expansion Matters

The timing of this expansion aligns with significant shifts in digital consumption habits. LinkedIn reports a 36% year-over-year increase in video watch time, reflecting a growing appetite for video content among professionals. Additionally, video uploads on the platform have surged by 45%, signaling a vibrant ecosystem of creators and publishers contributing to LinkedIn’s video landscape.

LinkedIn’s data also underscores the effectiveness of video in B2B marketing. According to the platform, 63% of B2B buyers say short-form social video content informs their purchasing decisions, while 80% of video viewers find video-focused influencer content more trustworthy than other formats. These insights highlight the Wire program’s potential to drive engagement and influence among professional audiences.

Global Reach and Accessibility

By opening the Wire program to more brands, LinkedIn is making it easier for businesses to integrate video ads into their marketing strategies. The self-service nature of the Campaign Manager empowers advertisers to launch campaigns without extensive negotiations, streamlining the process and reducing barriers to entry. This accessibility is particularly valuable for small and medium-sized enterprises (SMEs) looking to compete with larger corporations in the B2B space.

The program’s global rollout, with support for all languages (though EU targeting was initially excluded at launch), ensures that brands can reach diverse professional audiences worldwide. This expansion positions LinkedIn as a versatile platform for international marketing campaigns, catering to businesses seeking to engage decision-makers across regions.

How the Wire Program Benefits B2B Marketers

The Wire program is tailored to address the unique challenges of B2B marketing, where building trust and staying top-of-mind are critical. With only 5% of B2B buyers actively in the market at any given time, brands must focus on long-term engagement to influence future purchase decisions. The Wire program offers several advantages that align with these goals:

1. Enhanced Brand Association

By placing ads alongside content from reputable publishers like Reuters, NBCUniversal, and The Wall Street Journal, brands can leverage the credibility of these outlets to enhance their own reputation. This association fosters trust and strengthens brand recall, a key factor in B2B purchasing where buyers prioritize familiar and reliable brands.

2. High Engagement Through Video

Video is the most compelling format for capturing attention in today’s digital landscape. LinkedIn’s data shows that U.S. viewers spend 55 minutes more per day on digital video than traditional TV, underscoring the medium’s dominance. The Wire program’s short-form video ads (typically 15 to 30 seconds) are optimized for busy professionals, delivering concise, impactful messages that drive engagement.

3. Precise Targeting Capabilities

LinkedIn’s targeting tools allow advertisers to reach specific audiences based on job titles, industries, company sizes, and more. For example, a SaaS company can target IT directors, while a luxury brand can focus on C-level executives. This precision ensures that video ads reach the right professionals, maximizing campaign effectiveness.

4. Measurable Performance

Through LinkedIn’s Campaign Manager, advertisers gain access to detailed analytics, including impressions, clicks, and engagement metrics. These insights enable brands to monitor campaign performance in real-time, optimize strategies, and demonstrate return on investment (ROI).

5. Brand Safety and Professional Context

LinkedIn’s 99% brand-safe environment ensures that ads appear in professional, high-quality contexts, minimizing the risk of negative associations. This is particularly important for B2B brands, where reputation and professionalism are paramount.

How to Launch a Wire Program Campaign

Getting started with the Wire program is straightforward, thanks to LinkedIn’s self-service Campaign Manager. Here’s a step-by-step guide to launching a successful video ad campaign:

Step 1: Identify Your Target Audience

Define your ideal audience based on job titles, industries, locations, and other relevant criteria. LinkedIn’s targeting tools allow you to narrow down your audience to ensure your ads reach decision-makers who matter to your business.

Step 2: Select Premium Publishers

Choose publishers that align with your brand’s values and audience. For example, a financial services company might select Barron’s or Yahoo Finance, while a tech firm might opt for Business Insider or Forbes. The ability to manually select publishers ensures strategic alignment and relevance.

Step 3: Create Compelling Video Content

Develop a short, engaging video ad (15 to 30 seconds) that communicates your brand’s message clearly. Focus on storytelling, value propositions, and calls-to-action that resonate with professionals. For inspiration, consider case studies like a SaaS company showcasing cost savings or a luxury brand highlighting exclusivity.

Step 4: Configure Your Campaign

Log into LinkedIn’s Campaign Manager, select the in-stream video ads option, and choose your preferred publishers. Set your budget, targeting parameters, and campaign duration. LinkedIn’s AI tools, such as Microsoft Designer integration, can assist in creating visually appealing creatives.

Step 5: Launch and Monitor

Launch your campaign and track performance through Campaign Manager’s analytics dashboard. Use metrics like engagement rates and click-through rates to optimize your ad content and targeting as needed.

Success Stories and Industry Impact

The Wire program has already demonstrated its value for publishers and advertisers alike. Since its beta launch, publishers like Bloomberg, Reuters, and The Wall Street Journal have closed ad deals through the program, with Bloomberg alone securing 35 deals across financial services, luxury, auto, and tech categories. The Wall Street Journal reported 15 client deals, while Forbes secured three sales in financial services, enterprise tech, and auto sectors. These early successes highlight the program’s appeal across diverse industries.

For advertisers, the Wire program offers a unique opportunity to stand out in a crowded digital landscape. A SaaS startup, for instance, used a pre-roll ad before a Forbes video to showcase its automation tool, attracting IT managers’ attention. Similarly, a luxury fashion brand targeted senior executives with a sleek ad before a Bloomberg video, driving brand awareness among high-income professionals. These examples illustrate the program’s versatility and effectiveness in B2B marketing.

Publisher Revenue Share Model

The Wire program also benefits publishers through a 50-50 revenue split with LinkedIn. This model incentivizes publishers to produce high-quality video content, ensuring a steady supply of premium material for advertisers. The revenue-sharing approach has attracted top-tier publishers, strengthening the program’s ecosystem and creating a win-win scenario for all parties involved.

The Growing Importance of Video in B2B Marketing

The Wire program’s expansion comes at a time when video is reshaping B2B marketing. According to LinkedIn, 75% of U.S. adults spend up to two hours daily watching short-form video content, a trend that extends to LinkedIn’s professional audience. The platform’s focus on video aligns with broader industry shifts, where buyers increasingly rely on digital content to inform their decisions.

Short-form video, in particular, is ideal for busy professionals who value concise, actionable information. By delivering quick, impactful messages, brands can capture attention and build relationships with buyers who are often out-of-market but critical to long-term success. The Wire program’s emphasis on premium content ensures that these videos are consumed in a trusted, professional context, amplifying their impact.

Future Trends in B2B Video Marketing

The Wire program’s success points to several emerging trends in B2B video marketing:

• Increased Platform Collaboration: Partnerships between social media platforms and publishers will grow, enabling more sophisticated audience targeting and content integration.
• AI-Driven Personalization: AI tools, like LinkedIn’s Microsoft Designer integration, will enhance video production and personalization, allowing brands to create tailored content at scale.
• Social Media as a Discovery Tool: Social platforms like LinkedIn are becoming primary content discovery channels, necessitating optimized video strategies to meet audience expectations.
• Focus on Brand Safety: As brands prioritize safe advertising environments, platforms like LinkedIn will gain an edge by offering professional, high-quality contexts for ads.

Challenges and Considerations

While the Wire program offers significant opportunities, advertisers should be aware of potential challenges:

• Cost: While LinkedIn has not disclosed specific pricing, premium video ad placements may require substantial budgets, particularly for brands targeting niche audiences.
• Content Quality: Creating compelling video ads requires investment in creative resources. Brands must ensure their content is professional and aligned with LinkedIn’s audience expectations.
• Competition: As more brands adopt the Wire program, competition for premium publisher placements may increase, necessitating strategic planning to secure desired slots.

To overcome these challenges, businesses should integrate Wire campaigns with broader digital marketing strategies, including organic LinkedIn content, search engine optimization (SEO), and customer journey mapping. Combining paid and organic efforts can amplify reach and engagement while optimizing costs.

Why LinkedIn is a B2B Marketing Powerhouse

LinkedIn’s evolution into a leading B2B video platform is driven by its unique strengths:

• Professional Audience: With over 1 billion members, including C-suite executives and decision-makers, LinkedIn offers unparalleled access to high-value audiences.
• Engaged Community: The platform’s 23% increase in posts from chief executives and 14.4% rise in Live Video Events reflect a vibrant, engaged community eager for professional content.
• Data-Driven Insights: LinkedIn’s analytics tools provide actionable insights, enabling advertisers to refine campaigns and maximize ROI.
• Brand-Safe Environment: Unlike other social platforms, LinkedIn prioritizes professionalism, ensuring ads appear in contexts that enhance brand credibility.

The Wire program builds on these strengths, offering a sophisticated solution for brands seeking to connect with professionals in meaningful ways.

How to Get Started with LinkedIn Wire

Businesses interested in the Wire program can visit LinkedIn’s official resources for detailed information and setup guides. To maximize success, consider the following tips:

• Align with Brand Goals: Ensure your video ads support broader marketing objectives, such as brand awareness, lead generation, or thought leadership.
• Leverage LinkedIn’s AI Tools: Use AI-powered features like Microsoft Designer to create visually appealing ads efficiently.
• Monitor and Optimize: Regularly review campaign analytics to identify high-performing ads and adjust strategies as needed.
• Combine with Organic Content: Amplify your Wire campaign’s impact by sharing related organic posts, articles, or newsletters on LinkedIn.

For additional insights, explore LinkedIn’s marketing blog or consult with a digital marketing expert to tailor your strategy to your business needs.

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Conclusion

LinkedIn’s Wire program expansion represents a game-changing opportunity for B2B marketers to harness the power of video advertising. By placing ads alongside premium publisher content, brands can enhance visibility, build trust, and drive engagement among professional audiences. With a 36% increase in video watch time and partnerships with trusted outlets like Bloomberg, Forbes, and The Wall Street Journal, the Wire program is poised to become a cornerstone of LinkedIn’s advertising ecosystem.

As video continues to dominate digital marketing, businesses that adopt the Wire program can position themselves as leaders in their industries, connecting with decision-makers in meaningful ways. Whether you’re a SaaS startup, a luxury brand, or an educational institution, the Wire program offers a versatile, impactful solution to elevate your B2B marketing strategy. Start exploring the Wire program today and unlock new possibilities for brand growth on LinkedIn.

For more information, visit LinkedIn’s official Wire program resources.

Source: Social Media Today