LinkedIn has rolled out Reserved Ads, a new advertising format that allows marketers to lock in the first ad slot in users’ feeds. Early results show impressive performance metrics that could reshape B2B advertising strategies.
What Are LinkedIn Reserved Ads?
Reserved Ads let advertisers secure top-of-feed placement at a fixed rate for a day or defined period. This guarantees premium positioning for video, image, or text ads. LinkedIn describes it as giving brands a “front-row” position in the feed.
The format supports most Sponsored Content types, including Video, Single Image, Carousel, Document, Thought Leader, and Event Ads. Advertisers can reserve inventory and pricing through their LinkedIn account representative.
Performance Results
LinkedIn reports strong early performance data for Reserved Ads:
- Up to 75% higher dwell time compared to standard placements
- 88% higher view-through rates
- 99% of forecasted impressions delivered
- Up to 101% lift in mid-funnel engagement when used for audience warming
Additional New Features
LinkedIn also announced several complementary tools. First Impression Ads offer full-screen vertical video format for single-day campaigns. These ads capture the very first impression a LinkedIn user sees.
Enhanced ad personalization will automatically tailor ad copy to individual members. This includes incorporating viewer names, job titles, industries, and company names. Flexible Ad Creation, rolling out in early 2026, lets marketers upload multiple assets that LinkedIn will automatically optimize.
Strategic Value for B2B Marketers
LinkedIn positions Reserved Ads as a bridge between brand awareness and demand generation. By anchoring campaigns at the top of the feed, marketers can build higher-quality retargeting pools. This approach is ideal for product launches, event promotions, and brand awareness campaigns. Combined with LinkedIn’s expanding newsletter monetization options, the platform offers increasingly diverse B2B marketing opportunities.