LinkedIn Video Ad Specs & Placements Guide for 2025: Complete Expert Breakdown

Why LinkedIn Video Ads Are Essential for B2B Marketing

LinkedIn remains the undisputed champion for B2B marketing, with its professional audience of over 900 million users worldwide.

Why?

Because LinkedIn possesses unmatched demographic business data combined with your buying interests, creating the perfect environment for precision B2B targeting. In 2024-2025, video content has become increasingly central to successful LinkedIn strategies for several compelling reasons:

• Higher Engagement: Video posts generate 5x more engagement than text posts on LinkedIn, indicating strong user appetite for video content.
• Professional Context: LinkedIn's audience consumes video specifically for professional development and networking, creating unique opportunities for B2B messaging.
• Algorithm Preference: LinkedIn's algorithm now actively favors "knowledge-rich" content that demonstrates expertise, with video being a prime format for delivering this value.
• Mobile Optimization: With high mobile usage, properly formatted videos (especially square and vertical) capture more screen real estate and drive higher thumb-stop rates.

Look here! According to a Content Marketing Institute survey, 58% of B2B marketers report video as their top-performing content format. This isn't surprising considering LinkedIn's user behavior trends show short-form video creation growing twice as fast as other post types on the platform.

LinkedIn Video Ad Formats in 2025: What's New

Sponsored Content Video Ads (In-Feed)

In-feed video ads are native ads that appear directly in the LinkedIn feed on both desktop and mobile devices. They're labeled as "Sponsored" and auto-play silently as users scroll through their feeds. If you’re looking for inspiration, check out our Best Examples of Native Video Ads to see how top brands are using this format effectively.

Key Specifications:

• Dimensions: 360×360 pixels minimum, up to 1920×1920 pixels maximum
• Aspect Ratios: 16:9 (landscape), 1:1 (square), or 9:16 (vertical)
• File Format: MP4 (required)
• File Size: 75KB to 500MB
• Duration: 3 seconds to 30 minutes (though 15-30 seconds is strongly recommended)
• Resolution: Minimum 720p; 1080p recommended for best quality
• Codec: H.264 or VP8
• Frame Rate: Up to 30fps (higher rates will be automatically adjusted down)

Performance Insights:

In-feed video ads typically see view-through rates of 20-35% (meaning about one-third of impressions result in viewers watching at least 2 seconds). However, click-through rates tend to be lower than static images, averaging around 0.25% globally (0.24% in North America).

What's Changed in 2025:

The biggest shift has been toward mobile optimization, with square (1:1) and vertical (9:16) formats now strongly encouraged over the previously standard landscape (16:9) format. These formats fill more screen space on mobile devices, improving thumb-stop rates and overall engagement.

Useful Resource:
‍When Is the Best Time To Post on LinkedIn

In-Stream Video Ads

In-stream ads play within existing video content rather than as standalone posts. These ads appear as pre-roll or mid-roll slots on LinkedIn's Audience Network (partner apps and sites) and potentially within LinkedIn's own video content.

Key Points:

• Uses the same video assets as your in-feed ads
• Typically auto-plays with sound (unlike in-feed videos)
• May not display your CTA button (video frame itself is clickable)
• Often yields higher view rates but lower click-through rates
• Great for brand awareness and reach extension
• Eligible videos should be 15-30 seconds for best placement options

Performance Insights:

LinkedIn reported that including Audience Network video placements increased view rates by approximately 5% in campaigns. Short 15-second ads can achieve 70-90% completion rates when served in-stream if they're non-skippable.

Connected TV (CTV) Ads

This major new initiative (launched in beta in late 2023) allows LinkedIn advertisers to place video ads on smart TV apps using LinkedIn's targeting capabilities.

Technical Requirements:

• Only 16:9 horizontal videos accepted
• 1080p HD resolution strongly recommended
• Higher bitrate required (15-40 Mbps vs. 1-5 Mbps for feed videos)
• Broadcast-quality audio (stereo PCM or AAC, 48kHz)
• Available durations: 6, 15, 30, 45, or 60 seconds
• No clickable CTAs (since viewers can't click their TVs)

Strategic Value:

Connected TV ads let B2B marketers extend their reach to professionals during lean-back viewing moments, using LinkedIn's precise targeting capabilities in an environment where typically only broad demographic targeting is available.

Thought Leader Ads

Introduced in 2022 and expanded in 2023, Thought Leader Ads allow brands to promote videos posted by individuals (with their permission) to a wider audience.

How They Work:

• Your CEO or subject matter expert posts a video on their personal LinkedIn
• You sponsor that post as an ad, showing up as "[Person's Name] – Sponsored"
• The video appears to come from the individual, potentially increasing engagement
• All engagement (likes, comments) accrues to the original post

This format capitalizes on the credibility of personal voices and is part of a broader trend toward authentic, founder-driven video content in B2B marketing.

Video in Conversation Ads

Conversation Ads deliver interactive, multi-path messages to users' LinkedIn inboxes. While you cannot embed videos directly within these messages, you can strategically link to video content.

Implementation Approach:

• Create a conversational message flow with multiple CTA buttons
• Include buttons like "▶ Watch Demo Video" that open landing pages with embedded videos
• Consider the user's context (especially on mobile) when linking to videos
• Use the optional desktop banner image (300×250px) to reinforce your video call-to-action

Performance Metrics:

These ads see approximately 50% open rates, significantly outperforming typical email. Click-through rates on specific CTA buttons vary, but industry benchmarks show overall CTR around 3-4% on a send basis.

Complete LinkedIn Video Ad Specifications

Critical Technical Requirements

Pay close attention! Getting these specifications right is essential for optimal ad delivery and performance:

Audio Requirements:

• Encoding: AAC or MPEG-4
• Sample Rate: Maximum 64 kHz
• Channels: Stereo supported
• Important: Videos start muted by default in the feed, making captions crucial

Captions and Accessibility:

• SRT caption files can be uploaded for accessibility
• Captions are essential since many users never enable sound
• Videos with captions see significantly higher engagement rates

Thumbnail Options:

• Custom thumbnail: JPEG or PNG (max 2MB)
• Must match the video's aspect ratio
• Clear, high-contrast images with subtle text/logo overlays perform best
• If no custom thumbnail is provided, the first frame is used

Ad Copy Elements:

• Introductory text: Up to 600 characters
• Headline: Up to 70 characters before truncation
• CTA button: Options like "Learn More," "Sign Up," etc.
• Important: When ads appear in the Audience Network, CTA buttons may not render

Performance Measurement

LinkedIn defines a "video view" as watching for at least 2 continuous seconds with at least 50% of the video frame in view. This is the basic engagement metric, with additional quartile measurements (25%, 50%, 75%, 100%) tracked for deeper analysis.

LinkedIn Video Ad Placements Explained

Feed Placement

This is the primary placement where video ads appear directly in users' LinkedIn feeds on both desktop and mobile. Videos auto-play silently as users scroll, labeled as "Sponsored."

Strategic Considerations:

• Content should capture attention within the first 2-3 seconds
• Clear visual storytelling is essential since most views are without sound
• Square and vertical formats maximize screen real estate on mobile
• Videos that educate or offer professional insights perform best

Audience Network Placement

Extended placement that displays your videos as pre-roll or mid-roll ads on partner sites and apps outside of LinkedIn.

Key Benefits:

• Reaches your LinkedIn-targeted audience when they're on other sites
• Often provides cheaper views (though potentially lower engagement)
• Great for awareness and reach extension
• Uses the same creative assets as your feed ads

Connected TV Placement

Delivers your video ads to smart TV apps through LinkedIn's partnership with streaming services.

Best Practices:

• Design for a 10-foot viewing experience (larger text, simpler visuals)
• Include spoken or on-screen calls-to-action since viewers can't click
• Consider this a top-of-funnel awareness play
• Measure impact through brand lift studies or direct site traffic increases

Budget & Bidding Strategies

LinkedIn video ads can run on various bidding models:

CPM (Cost Per 1,000 Impressions):

• Typically ranges from $30-$60 per 1,000 impressions
• Reflects LinkedIn's premium professional audience
• Best for awareness-focused campaigns

CPC (Cost Per Click):

• Generally $5-$10 per click globally
• Competitive audiences (US B2B decision-makers) may reach $15+ CPC
• Suitable when driving traffic is the primary goal

CPV (Cost Per View):

• Averages $0.10-$0.25 per 3-second view
• Varies based on targeting precision and competition
• Optimal for maximizing video views within budget

AI-Driven Optimization:

LinkedIn's automated bidding for video views can efficiently maximize viewership within your budget constraints, often outperforming manual bidding for awareness goals.

Step-by-Step Guide to Building a High-Performing LinkedIn Video Ad Campaign

Pre-Production Planning

1. Define Your Audience Precisely:

• Use LinkedIn's targeting capabilities to reach specific professional segments
• Consider job titles, industries, company sizes, and seniority levels
• Leverage newer tools like Predictive Audiences (AI-based targeting expansion)

2. Set Clear Campaign Objectives:

• Awareness: Maximizing views and brand visibility
• Consideration: Driving engagement and website visits
• Conversion: Generating leads or driving specific actions

3. Determine Optimal Format & Length:

• 15-30 seconds is now the sweet spot for most campaigns - the ideal length for LinkedIn video.
• Square (1:1) or vertical (9:16) for maximum mobile impact
• Consider your placement strategy (feed, in-stream, CTV)

Video Production Best Practices

1. Hook Viewers Immediately:

• First 2-3 seconds are critical to stop the scroll
• Start with visual movement, compelling questions, or bold statements
• Consider text overlay highlighting key benefits immediately

3. Design for Sound-Off Viewing:

• Include captions or text overlays for key messages
• Visual storytelling should work without audio
• Upload SRT files for accessibility

4. Professional Authenticity:

• LinkedIn users prefer content that feels both professional and authentic
• Avoid overly casual or frivolous content (unlike TikTok-style videos)
• Balance polished production with genuine, human messaging

5. Mobile-First Design:

• Ensure text is legible on small screens
• Use tight framing on important elements
• Test how your video looks in various formats and devices

Campaign Setup Optimization

1. Audience Targeting Strategy:

• Start specific, then use LinkedIn's AI-based expansion tools
• Test different segments to find highest engagement
• Consider retargeting viewers who watched previous videos

2. Bidding Strategy:

• For awareness: Use automated bidding for video views
• For conversion: Consider CPC with lead gen forms attached
• Monitor performance and adjust bidding accordingly

3. A/B Testing Framework:

• Test different video lengths (15s vs. 30s)
• Compare aspect ratios (16:9 vs. 1:1 vs. 9:16)
• Evaluate different hooks, CTAs, and thumbnails

5 Common LinkedIn Video Ad Mistakes to Avoid

Technical Errors

1. Poor Mobile Optimization: Still using only landscape videos when square and vertical formats perform better on mobile devices.‍
2. Low-Quality Audio: Despite auto-play being muted, poor audio quality hurts engagement when users do enable sound.‍
3. Missing Captions: Failing to provide captions means most viewers miss your message entirely.

Strategic Missteps

1. Irrelevant Content: Creating generic videos rather than tailoring content to LinkedIn's professional audience expectations.
2. Burying the Lead: Saving key messages for later in the video when most viewers drop off after 10 seconds.
3. Ignoring Retargeting Opportunities: Not creating sequential campaigns that retarget users who engaged with previous videos.

LinkedIn Video Ad Case Studies & Industry Benchmarks

Performance Benchmarks for 2025

• View-Through Rate: 20-35% (percentage of impressions resulting in 2+ second views)
• Completion Rate: 50%+ for videos under 30 seconds; ~20% for 1-2 minute videos
• Click-Through Rate: 0.20%-0.50% (lower than static images)
• Conversion Rate: 0.5-1.5% visitor-to-lead (North America)
• Cost Metrics: $0.10-$0.25 per view; $5-$10 per click; $30-$60 CPM

Success Story: Salesforce B2B Campaign

In a recent case study from Q1 2025, Salesforce implemented a new LinkedIn video strategy for their Sales Cloud product:

Campaign Strategy:

• Created a series of 20-second vertical (9:16) educational videos
• Used their CTO as the thought leader in Thought Leader Ad format
• Implemented AI-based predictive audience targeting
• Attached Lead Gen Forms directly to the videos
• A/B tested different first-frame thumbnails

Results:

• 37% view-through rate (12% above platform average)
• 61% completion rate on mobile devices
• 4.8% conversion rate on Lead Gen Forms
• 31% lower cost-per-qualified-lead compared to their previous static image campaigns
• 22% higher quality of leads according to their sales team follow-up data

The campaign demonstrated the power of combining proper technical optimization (vertical format, high-quality production) with strategic elements (thought leadership, direct lead capture, and AI targeting).

LinkedIn Video Ad FAQs

Technical FAQs

Q: Can I use vertical video effectively on LinkedIn?

A: Absolutely. LinkedIn now strongly encourages vertical (9:16) and square (1:1) formats for mobile optimization, moving away from the previously standard landscape (16:9) format.

Q: What is the ideal video length for LinkedIn ads in 2025?

A: 15-30 seconds is the optimal range for initial engagement. Very short snippets (under 15s) can work for awareness, while longer videos should be reserved for retargeting engaged audiences.

Q: How can I ensure my video plays on the Audience Network?

A: Keep videos between 15-30 seconds, use high-quality assets that meet all specifications, and make sure to select Audience Network placement during campaign setup.

Strategic FAQs

Q: How should I allocate budget between feed and Audience Network placements?

A: Start with 70% feed, 30% Audience Network, then adjust based on performance. Some advertisers find Audience Network provides cheaper views but potentially lower engagement.

Q: Should I use the same videos across all LinkedIn placements?

A: While you can use the same assets, optimization is key. Feed videos should focus on quick visual impact with text overlays, while Connected TV ads need broadcast-quality production and larger visuals.

Q: How can I improve video ad conversion rates?

A: Attach LinkedIn Lead Gen Forms directly to videos rather than sending users to external landing pages. This native experience can improve conversion by 50%+ compared to website redirects.

Conclusion: Mastering LinkedIn Video in 2025

The LinkedIn video advertising landscape continues to evolve dramatically. As we've explored, the platform now offers a robust ecosystem spanning in-feed, in-message, in-stream, and even Connected TV placements.

The clearest trends for 2025 success include:

1. Mobile optimization is non-negotiable - square and vertical formats now outperform traditional landscape videos.
2. Brevity and immediacy matter - 15-30 second videos with key messages in the first 3 seconds deliver the best results.
3. Professional value remains paramount - educational content that demonstrates expertise aligns perfectly with LinkedIn's algorithm preferences.
4. Data-driven targeting has matured - leverage LinkedIn's AI tools like Predictive Audiences to find your ideal viewers.

⚠️ STOP WASTING BUDGET on outdated LinkedIn video strategies. Every campaign without these optimizations means lost opportunities and wasted spend. Update your approach now to align with LinkedIn's 2025 realities.

Need expert help creating LinkedIn videos that actually convert? Contact our video production team today for a free consultation and discover how we can transform your LinkedIn marketing results.