LinkedIn survey finds 62 per cent of B2B marketers prefer video as an advertising format

LinkedIn survey finds 62 per cent of B2B marketers prefer video as an advertising format

It turns out that almost two thirds of B2B marketers prioritise video over other creative formats.

According to The Drum, LinkedIn ran a poll across the UK and Ireland between February and March 2018, and 62 per cent of 202 participants said that that they think video is the most important communicative format.

In addition to this, 26 per cent of the respondents said they intend to spend more than £300k on video advertisement in 2018.

Creative freedom

A whopping 93 per cent of marketers involved in the study said that the video format gives B2B brands an opportunity to be creative with their promotion. 77 per cent also said that their business was gaining more leads as a result of quality video content. 

"Video has become one of the most powerful tools in a B2B marketer's arsenal as they turn to even more creative formats to engage professional audiences. B2B video has come a long way from the talking head," head of LinkedIn marketing solutions Tom Pepper said.

"But even the perfect video could be rendered useless if it’s not shared with the right audience, in the right place and at the right time. With marketers investing heavily in video this year, it's time they work seamlessly with publishers to overcome these issues and ensure video continues to deliver growth for brands."

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Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.


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