LinkedIn Launches Premiere Video Ads for Mobile Feeds

On September 28, 2026, LinkedIn opened public beta testing for Premiere Video Ads, a premium video advertising format designed for the mobile feed. Advertisers can reserve the first advertising slot in the LinkedIn mobile feed and run vertical video that expands to a full-screen view when a member taps it.

Premiere Video Ads are purchased through Reserved Ads and are intended for Brand Awareness campaigns. During the testing phase, the minimum campaign budget is $50,000. Unlike standard auction-based video advertising, this format provides reserved placement and a distinct full-screen viewing experience.

How LinkedIn Video Advertising Worked Before Premiere Video Ads

Standard LinkedIn Video Ads appear in the feed on both desktop and mobile devices. They generally use auction-based ad delivery, with the platform determining where an ad appears. LinkedIn also offers Reserved Ads, a mechanism for securing advertising inventory in advance, including the first advertising slot in the feed.

However, a standard video ad does not offer the same vertical, tap-to-expand full-screen experience built into Premiere Video Ads.

Premiere Video Ads are a separate format within Reserved Ads, optimized for vertical video. Their defining features are:

First Ad Slot. The ad appears in the first advertising position of the LinkedIn mobile feed.
Vertical Video. The creative uses a 9:16 aspect ratio.
Expanded View. Video appears cropped to a 2:3 ratio in the feed and expands to 9:16 full screen when tapped.
Embedded CTA. Optional introductory copy and a call to action can appear over the video without requiring the member to expand the ad.
Reserved Delivery. Inventory is booked in advance at an agreed price rather than purchased through a standard ad auction.

The format runs only in the LinkedIn mobile app. Desktop placements and mobile web browser impressions are not supported.

Premiere Video Ads Requirements and Creative Specifications

Parameter	Requirement during public beta
Availability	Public beta
Buying method	Reserved Ads
Campaign objective	Brand Awareness
Placement	First ad slot in the LinkedIn mobile feed
Minimum budget	$50,000 per campaign
Minimum audience size	100,000 member accounts
Video length	3–30 seconds
Aspect ratio	9:16 video; cropped to 2:3 in-feed
Campaign duration	1–30 days
Frequency cap	Configurable maximum of 3–7 impressions per week
Booking window	4–60 days before campaign launch

Access requires a LinkedIn advertising account managed by a dedicated LinkedIn representative. During the testing period, Auto-Targeting, Buyer Groups, and Audience Expansion are unavailable. Creating these campaigns through the LinkedIn Marketing API is also not supported.

LinkedIn states that reservation prices are fixed when inventory is booked and reflect demand plus a premium for advance reservation. The $50,000 figure is a minimum campaign budget, not a universal fixed price for Premiere inventory.

How to Launch a Premiere Video Ads Campaign

The setup process differs from a regular auction-based LinkedIn campaign.

Contact your LinkedIn representative at least two weeks before the intended campaign start date.
Obtain a quote and agree on the reservation terms.
Define the target audience, campaign dates, and budget.
Authorize the LinkedIn representative to make the reservation on your behalf.
Upload a vertical video creative and prepare the ad in Campaign Manager.
Submit the ad for review and launch the campaign.

LinkedIn recommends uploading creatives at least 48 hours before the reserved placement begins to allow time for review. Matched Audiences, when used, should be prepared in advance.

After the campaign has launched, the reservation and ad set cannot be changed or canceled. Advertisers can still add, edit, or pause individual creative variations as long as at least one creative remains active. New or edited variations are subject to ad review.

Premiere Video Ads Compared With Other LinkedIn Video Formats

Format	Placement	How it works
Standard Video Ads	LinkedIn feed	Standard auction-based video advertising
Premiere Video Ads	First ad slot in the mobile feed	Reserved vertical video with full-screen expansion
In-Stream Video Ads	Before video content from publishers or creators	Pre-roll video advertising
LinkedIn CTV Ads	Connected TV environments	Video advertising on connected televisions

Premiere Video Ads should not be confused with LinkedIn Premiere, the premium connected-TV advertising offering introduced with NBCUniversal in 2024. The new Premiere Video Ads appear directly inside LinkedIn’s mobile app, not on CTV.

LinkedIn Premiere Video Ads Target High-Visibility Brand Campaigns

Premiere Video Ads give advertisers a reserved first mobile-feed placement, vertical video, and a full-screen interaction. The format is designed for brands that need a prominent placement during a defined campaign period, rather than for advertisers buying video impressions through the normal auction.

The commercial and operational trade-offs are significant: a $50,000 minimum budget, a managed-account requirement, advance reservation, and limited opportunities to modify a live campaign. Brand advertisers should evaluate those constraints against their objectives, reach forecasts, creative readiness, and measurement plans.

The larger video format and guaranteed position do not by themselves establish incremental brand impact. Advertisers need suitable brand-lift or other measurement approaches to evaluate whether the premium placement produces better outcomes than alternatives.

LinkedIn — Professional Advertising and B2B Marketing Platform

LinkedIn is a professional networking and advertising platform used for B2B marketing, brand awareness, lead generation, and audience engagement. Its advertising products include Sponsored Content, video, messaging, lead-generation formats, and premium reserved inventory. Premiere Video Ads add a mobile-first, reserved vertical video option for brand-focused advertisers.

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