B2B marketers across the Asia-Pacific region are facing growing challenges in grabbing and holding audience attention, with video content emerging as a key strategy to remain competitive. According to LinkedIn’s latest ‘2025 B2B Marketer Sentiment Research’, 91% of global marketers cited audience attention as their top campaign concern, with figures rising to 94% in Singapore.
The research highlights a widespread belief that without video investment, B2B brands risk falling behind. In Singapore, 70% of marketers agreed with this sentiment, followed by 62% in India and 57% in Australia. As buying journeys grow longer and more fragmented, marketers are shifting their focus to creative strategies that resonate with today’s audiences.
Demand for creativity and video remains strong
Globally, 80% of marketers believe there is a need to invest more in creative approaches. This figure climbs to 87% in Singapore, reflecting a strong appetite for innovation in campaign execution. However, creative ideas often face pushback at the leadership level. Around 68% of CMOs and VPs globally describe their leadership as risk-averse, with this view even more common in Singapore (79%) and India (72%).
Despite this cautious environment, there is growing recognition that video and influencer marketing can directly impact revenue. Nearly all marketers surveyed — 96% globally — regard video as one of the most effective tools for driving direct sales. Similarly, 94% see influencer marketing as a critical strategy. In Singapore and India, confidence in these formats remains high, with 95% and 97% respectively endorsing video, and similar figures supporting influencer marketing.
Short-form video, in particular, is gaining traction for building trust and connecting with decision-makers, especially as younger buyers become more influential. In Singapore and India, more than 80% of marketers say short-form video effectively builds trust and delivers reach, while Australia also shows positive momentum.
Building trust through creators and influencers
Authenticity has become a top priority, with 63% of global marketers stating that a strategy without influencer or creator partnerships feels incomplete. Confidence in the value of such partnerships remains strong across APAC, with 89% of marketers in Singapore, 84% in India and 79% in Australia expecting influencer campaigns to directly drive sales by the end of the year.
Younger B2B buyers are also reshaping the purchasing process. According to Forrester’s 2025 B2B Marketing and Sales Predictions, these buyers now consult 10 or more external sources, including social media and peer networks, before making a decision.
Matt Derella, Vice President of LinkedIn, said, “Today’s B2B buyers — 71% of whom are Gen Z or millennial — aren’t swayed by the same old tactics. They’re influenced by what they watch, who they follow, and what they trust. Video and creators are shaping the shortlist. If you want to win, you need to turn views into relationships — and relationships into revenue.”
Marianne Huvé-Allard, Head of Brand and Communications at BNP Paribas Asset Management, noted that LinkedIn helped bring their documentary campaign to life. “With the ‘Ripple Effect’ campaign, our goal was to tell powerful stories through a four-episode documentary series, highlighting our unique approach to investing. LinkedIn provided a powerful platform to showcase our narrative, enabling us to visually engage audiences with our role as an investor. Two months after launch, the results speak for themselves: we’ve seen +82.5% completion rate on Sponsored Videos (vs. internal benchmark), and a 142% increase in engagement for our first video-based Thought Leader Ads campaign (vs. static format benchmark).”
Similarly, Patricia Cilione, Department Manager for Global Media and Digital Marketing at IWC Schaffhausen, shared that “With LinkedIn’s Reserved Ads, we were able to capture the attention of our most valued audiences in a premium, trusted, and highly visible environment. The results exceeded our expectations — a 57% increase in CTR on Reserved Ads compared to standard auction Video Ads — driving unprecedented engagement and visibility for IWC’s Ingenieur collection, proving the power of bold storytelling in luxury marketing.”
LinkedIn launches new video ad formats for B2B marketers
To support these shifts, LinkedIn has introduced new video ad solutions aimed at improving visibility and performance. First Impression Ads is a new vertical video format designed for single-day campaigns, allowing brands to reserve the first video a user sees each day. This format targets specific professional audiences and is geared towards making the most of critical campaign moments.
For sustained impact, LinkedIn now offers Reserved Ads, which allow brands to place their Sponsored Content as the first item in a user’s feed. This approach helps increase brand visibility, attention and share of voice with greater predictability and reach.
The platform has also expanded its Connected TV (CTV) Ads offering. According to LinkedIn, CTV Ads are four times more effective at reaching B2B audiences compared to traditional TV. These are now available globally for targeting viewers in the US and Canada, with additional improvements including integration with Innovid and Sprinklr for easier campaign setup.
LinkedIn’s CTV Select, formerly LinkedIn Premiere, has added Paramount to its publishing partners. This gives advertisers access to premium streaming content and broader reach, paired with LinkedIn’s audience targeting. Paramount’s inventory is available in English across the US only.
First Impression Ads and Reserved Ads will become available to LinkedIn customers globally later this year, while CTV Ads are currently available for campaigns targeting users in the US and Canada.
