LinkedIn has rolled out a new feature that’s set to change the game for B2B marketers. Dynamic video and image ads are now available to all advertisers and early results suggest this could be one of the platform’s most powerful updates in years.
What are dynamic ads?
It’s simple but effective. Ad personalisation allows companies to customise video and static image ads using user fields such as {firstname} or {companyname}. Instead of a bland ‘Hi there’ or ‘Attention marketers’, users see their own name or company in the ad copy.
That small shift makes a big difference. When someone scrolling their feed sees ‘Hi Jane’ instead of a generic greeting, it feels more relevant and more human.
Why personalisation matters
We’ve all learned to tune out the constant noise of online advertising. Our brains are wired to ignore anything that doesn’t feel personal or important.
Think of it like being at a busy event. You might filter out the chatter but the moment someone says your name, you turn your head.
The same logic applies to LinkedIn. When a user sees their own name or company, they naturally pay attention. In a professional setting where people are already in work mode, that recognition can mean the difference between a scroll and a click.
What the results say
We’ve been testing this new ad format with our clients for some time, and it’s now available to all LinkedIn advertisers. The early results are impressive.
Across our campaigns, engagement has climbed, with a 35% increase in click-through rate and a 25% rise in dwell time. That extra second of attention suggests users are genuinely taking notice.
For B2B marketers, that matters. Longer dwell times and higher CTRs often lead to stronger message retention and higher-quality leads. When people linger, they remember.
Part of a broader LinkedIn evolution
Dynamic ads are one part of LinkedIn’s growing toolkit of formats that help brands connect in new ways:
- Articles and Newsletter Ads help build subscriber bases through native long-form content
- LinkedIn Live Event Ads promote events before, during and after they happen
- Conversation Ads deliver interactive, tailored messages directly to users’ inboxes
- Connected TV Ads extend reach beyond LinkedIn, bringing professional audiences into new viewing contexts
Each format plays a role but dynamic ads stand out for being both simple and effective.
What this means for B2B marketers
This rollout changes how we approach LinkedIn advertising. For years, success has hinged on precise audience targeting. Now we can match that precision with genuine personalisation at scale.
It’s especially valuable for account-based marketing (ABM). Personalisation has always been difficult to deliver efficiently but this feature makes it easier to run campaigns that feel one-to-one while still reaching hundreds or thousands of prospects.
It’s also ideal for experimentation. Because setup is straightforward, marketers can quickly test different personalisation tactics, track performance and refine their approach.
Looking ahead
As more advertisers adopt this format, the early performance surge may level off. That’s typical when something new hits the market. But the principle that personalisation drives engagement will hold.
The key is using it thoughtfully. Dropping someone’s name into an ad isn’t enough if the message or creative falls flat. Personalisation should enhance strong ideas, not mask weak ones.
It’s easy to set up dynamic ads, but turning them into measurable success takes strategy: knowing your audience, crafting creative that connects and measuring what matters.
If you’d like to hear more about what we’ve learned from early testing and how dynamic ads can strengthen your LinkedIn strategy, get in touch.
The Think Tank is a leading B2B marketing and PR agency with over 30 years’ experience building and maintaining brand reputations. Our integrated approach combines PR expertise with digital knowledge to help you navigate the evolving media landscape.
