LinkedIn Expands Video Ads with Creators and Publishers
Launched last year as the Wire Programme for publishers, it was rebranded in May 2025 to include creators. Since then, LinkedIn has added over 70 partners, with creator numbers nearly doubling since 2021.
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LinkedIn is widening its video ads programme, adding more publishers and creator-led content to attract marketers.
AT&T Business, IBM, SAP, and ServiceNow will back the first season of new shows under the BrandLink initiative, which lets select publishers and creators run short pre-roll ads before their videos and share in the revenue.
The programme started last year as the Wire Programme for publishers but was rebranded in May 2025 to include creators. Since then, LinkedIn has signed up more than 70 publishers and creators, and the number of creators on the platform has almost doubled since 2021.
Companies already participating include Bloomberg, The Wall Street Journal, Reuters, and Business Insider, with new additions such as BBC Studios, BNR, TED, The Economist, and Vox Media. Participation remains invite-only, and LinkedIn has not disclosed details on revenue sharing.
Short-form video is central to this push. Creators and publishers will share clips during campaigns that last four to six months, with brands able to sponsor exclusive “Shows by LinkedIn.”
AT&T will support Small Business Builders, IBM will back Founder’s Blueprint, SAP is tied to AI in Action, and ServiceNow will sponsor The CEO Playbook.
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“Advertisers are incredibly interested in connecting with people who make decisions, particularly in the business-to-business marketplaces,” said Matthew Derella, LinkedIn’s Vice President of Marketing Solutions.
According to sources, BrandLink revenue rose nearly 200% in the second quarter compared with the previous, while payouts to creators and publishers have tripled in a year.
LinkedIn also reports growth in ad spend in specific industries, with software subscriptions up 20% and healthcare and professional services both climbing 14% from mid-2024 to mid-2025. The US, UK, and Germany are major contributors, while Brazil, India, and the US are the fastest-growing markets.
Video itself is gaining ground, and uploads rose more than 20% by July, while views were up 36% compared with the year before. “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,” said Derella.
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