LinkedIn has launched its BrandLink program in Australia, giving marketers a new way to run video ads alongside premium, trusted content.
The move comes as new research highlights that the stakes for B2B marketers are higher than ever, with trust and video proving critical to reaching decision-makers.
The CEO Magazine has joined as the first Australian publisher in BrandLink, allowing brands to align their messaging with leadership and executive content that professionals already turn to. The program, which already features global heavyweights like Bloomberg, Forbes, The Wall Street Journal, Reuters, and TED, enables brands to place pre-roll video ads alongside credible content, scaling trust and engagement at the same time.
LinkedIn’s Global B2B Marketing Outlook, conducted by YouGov, shows 82 per cent of global B2B marketers believe campaigns powered by trusted voices are essential for delivering measurable ROI. Meanwhile, 56 per cent of B2B buyers rely on creators’ input in the final stages of the buying process. Video also plays a pivotal role: 81 per cent of B2B CMOs say video accelerates sales cycles, and 81 per cent of marketers who use creators say stepping back from them could mean leaving revenue on the table.
“Australian B2B marketers have long understood that trust is what moves buyers, and what’s changed is the scale at which you can now build it,” Andrea Rule, Director of LinkedIn Marketing Solutions, said.
“BrandLink gives brands a direct way to show up alongside the credible, professional content their audiences are already engaging with, and The CEO Magazine is exactly the kind of trusted voice that makes that possible in this market.”
Chris Dutton, Founder of The CEO Magazine said “as the first Australian publisher to join LinkedIn’s BrandLink, The CEO Magazine is bringing inspiring leadership stories to a broader professional audience.”
“Together, we’re creating a powerful environment where brands align with trusted executive content and engage ambitious decision-makers shaping tomorrow’s business landscape,” he added.
LinkedIn has also rolled out new BrandLink features to make campaigns easier for marketers: self-serve setup through Campaign Manager and streamlined creator payments via Stripe.
