LinkedIn’s advertising platform just rolled out a major upgrade to its event ads format. In a recent episode of The LinkedIn Ads Show, AJ Wilcox sat down with Gina Kleiner, LinkedIn’s lead product marketing manager for the LinkedIn Ads ecosystem, to discuss the new Live Event Ads. The conversation reveals how the new format helps B2B marketers promote webinars, conferences and live streams across the entire event lifecycle.
Gina explains that LinkedIn has created a varied video ecosystem across organic and paid placements. Live events are a natural fit for LinkedIn’s professional audience. The new Live Event Ads allow advertisers to run a single campaign that automatically adjusts as the event approaches, is happening or has concluded. Before the event, the ad drives awareness and registrations. During the event, it dynamically updates the creative and call‑to‑action to encourage people to watch the live stream, with delivery accelerated to maximize live views. Afterwards, the ad automatically switches to nurturing and retargeting attendees based on how much of the event they watched, driving them to the next step.
This dynamic functionality solves a common complaint about the old event ads, which would still invite people to register even after the event had ended. The new ads include a 30 second preview, giving prospects a taste of your content and encouraging them to tune in. Because the call‑to‑action changes automatically, there’s no need to pause or replace campaigns as the event date passes.
AJ and Gina also discuss strategy: use these ads to build momentum ahead of your event, accelerate delivery during the live window, and follow up with tailored offers based on attendee engagement. It’s another example of how LinkedIn is investing in video and creator‑led content for B2B marketers.
If you want help setting up Live Event Ads or building a holistic LinkedIn Ads strategy, reach out to the B2Linked LinkedIn ads specialists: https://b2linked.com They specialize exclusively in LinkedIn Ads and have been mastering the platform since 2014.
Watch the full interview below to learn all the details.
By AJ Wilcox