Mumbai: LinkedIn has announced the expansion and rebranding of its Wire Program to BrandLink, a move aimed at elevating video advertising impact for B2B marketers. With this enhanced offering, brands can now align their in-stream video ads with exclusive content from trusted publishers and top-tier creators, offering a more contextual and compelling advertising environment.
The launch comes at a time when 94% of B2B marketers in India say video helps accelerate advertising ROI*, and 68% believe video is the most effective medium to reach and influence buying groups. However, LinkedIn highlights that contextual relevance—not just format—is key to successful outcomes.
Through BrandLink, advertisers can now sponsor a curated collection of LinkedIn Shows featuring editorial and creator-led video content that focuses on high-impact topics such as the CEO playbook, AI and innovation, business scaling, female entrepreneurship, and small business growth stories. These shows are designed for LinkedIn’s growing global base of over 1 billion members.
Sachin Sharma, Director, LinkedIn Marketing Solutions, India, said, “B2B buyers today are looking for real stories and thoughtful content that speaks to their professional needs – and video is playing a central role in that shift. Our research shows that 72% of B2B buyers in India who consume influencer content say it helps build brand trust. With BrandLink, we’re bringing the power of video and trusted creator voices together, enabling brands to drive awareness, recall, and relevance through content that feels contextual and credible. It’s a strategic step forward for marketers aiming to connect with their audiences in a more authentic and effective way.”
Among early adopters is Lenovo, which recently launched its Aura Edition AI PC using the BrandLink format. Chandrika Jain, Director – Brand Strategy & Content, Lenovo India, commented, “At Lenovo, we’re always looking to lead with innovation – not just in our products, but in how we connect with our audiences. With the launch of our Aura Edition AI PC, we saw BrandLink as a fresh and impactful way to drive awareness and reach the right professionals at scale. Partnering with Bloomberg through this program allowed us to do just that. We’re proud to be the first in our industry to leverage this format successfully.”
BrandLink’s pilot phase has delivered encouraging results. In-stream video ads run through the program have shown, on average, 130% higher video completion rates and a 23% higher view rate compared to standard video ads**.
The expanded program now includes global publisher partners such as ADWEEK, Condé Nast, Der Spiegel, Entrepreneur Media, Fast Company, Morning Brew, USA TODAY, and The Washington Post, among others. It also features some of the most influential creator voices globally, including Bernard Marr, Rebecca Minkoff, Candace Nelson, Guy Raz, and Shelley Zalis—with regional creator onboarding underway.
BrandLink is available on both mobile and desktop, offering multilingual content support and advanced targeting capabilities based on geography and member language preferences.
This evolution of LinkedIn’s video strategy signals its growing commitment to delivering high-impact, high-context advertising experiences, enabling marketers to better connect with key decision-makers across industries.
