LinkedIn is testing, ‘The Wire Program,’ a new short-form video update for advertisers. The program lets advertisers place in-stream video ads ahead of content from trusted publishers. 

The company officially confirmed the pilot this week, following earlier reports in March that it was opening the feature to more advertisers. Advertisers can now log into LinkedIn’s Campaign Manager and select from a list of participating publishers. Once aligned with a publisher, their video ad will play right before the publisher’s editorial video content in-feed.

According to LinkedIn, publishers including Barron’s, Bloomberg, Business Insider, Forbes, Reuters, The Wall Street Journal and Yahoo Finance are already part of the program. So, advertisers will have the option to run their campaigns with these publishers. They can either reach and connect with the advertisers directly or through a curated list from LinkedIn.

Self-serve access and campaign control

LinkedIn says The Wired Program will be a self-serve tool within Campaign Manager. This means marketers will have direct control over their targeting, spend, and creative without needing to go through a managed service. 

Why LinkedIn is keying into short-form video

LinkedIn is part of the platforms shifting toward short-form video content, a format that’s proving especially effective across digital media. The company points to a recent study where 84% of marketers said video has helped drive traffic to their websites, with short-form video leading that success.

But like TikTok, Instagram, and YouTube who dominate consumer attention, LinkedIn is tailoring its video play specifically for professional audiences and offering tools that match the needs of B2B advertisers, not just creators or lifestyle brands. LinkedIn says the Wire Program is designed to give advertisers more tools to show up where attention is already going. 

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