{"id":780,"date":"2026-02-09T09:47:49","date_gmt":"2026-02-09T08:47:49","guid":{"rendered":"https:\/\/www.ignitera.com\/?p=780"},"modified":"2026-07-03T11:29:58","modified_gmt":"2026-07-03T09:29:58","slug":"quels-sont-les-nouveaux-formats-publicitaires-disponibles-sur-linkedin-en-2026","status":"publish","type":"post","link":"https:\/\/www.ignitera.com\/en\/quels-sont-les-nouveaux-formats-publicitaires-disponibles-sur-linkedin-en-2026\/","title":{"rendered":"What new advertising formats will be available on LinkedIn in 2026?"},"content":{"rendered":"<div class=\"et_pb_section_0 et_pb_section et_section_regular et_block_section\">\n<div class=\"et_pb_row_0 et_pb_row et_block_row\">\n<div class=\"et_pb_column_0 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\n<div class=\"et_pb_image_0 et_pb_image et_pb_module et_block_module preset--module--divi-image--default\"><span class=\"et_pb_image_wrap\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.ignitera.com\/wp-content\/uploads\/2026\/02\/Design-sans-titre.jpg\" title=\"Design sans titre\" width=\"1200\" height=\"628\" srcset=\"https:\/\/www.ignitera.com\/wp-content\/uploads\/2026\/02\/Design-sans-titre.jpg 1200w, https:\/\/www.ignitera.com\/wp-content\/uploads\/2026\/02\/Design-sans-titre-980x513.jpg 980w, https:\/\/www.ignitera.com\/wp-content\/uploads\/2026\/02\/Design-sans-titre-480x251.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1200px, 100vw\" class=\"wp-image-802\" \/><\/span><\/div>\n<\/div>\n<\/div>\n\n<div class=\"et_pb_row_1 et_pb_row et_block_row\">\n<div class=\"et_pb_column_1 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\n<div class=\"et_pb_text_0 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><blockquote>\n<p style=\"text-align: left;\">\n<div style=\"text-align: left;\">\n<div class=\"paragraph-in-scc-markdown-text ___1ngh792 ftgm304 f1iaxwol\">LinkedIn is strengthening its position as the essential B2B platform by introducing more visible, immersive, and premium advertising formats. The goal: help companies, small or large, gain visibility in a highly competitive environment, particularly in the tech, cybersecurity, AI, and SaaS sectors.<\/div>\n<div class=\"paragraph-in-scc-markdown-text ___1ngh792 ftgm304 f1iaxwol translation-block\" style=\"text-align: left;\">Among these developments, one format stands out: <strong>Reserve Ads<\/strong>, true premium showcases to amplify visibility among decision-makers.<\/div>\n<\/div>\n<p style=\"text-align: left;\">\n<p style=\"text-align: left;\"><\/blockquote>\n<\/div><\/div>\n\n<div class=\"et_pb_text_1 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><p style=\"text-align: left;\">\n<h3 style=\"text-align: left;\">Why should B2B companies be interested in LinkedIn Reserve Ads?<\/h3>\n<p style=\"text-align: left;\">\n<\/div><\/div>\n\n<div class=\"et_pb_text_2 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><p style=\"text-align: left;\" class=\"translation-block\">Reserve Ads operate differently from self-service formats. They do not rely on an auction system but on <strong>reserved inventory<\/strong>, purchased in advance.<\/p>\n<p style=\"text-align: left;\">Result: guaranteed visibility in a space where advertising pressure remains controlled.<\/p>\n<h5 style=\"text-align: left;\"><span style=\"color: #000000;\">A \"premium media\" logic<\/span><\/h5>\n<p style=\"text-align: left;\">Reserve Ads are more akin to:<\/p>\n<ul style=\"text-align: left;\">\n<li style=\"text-align: left;\">premium display,<\/li>\n<li style=\"text-align: left;\">a homepage takeover,<\/li>\n<li style=\"text-align: left;\">or guaranteed TV\/DOOH formats.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">The advertiser buys an exclusive or semi-exclusive space for a given period.<\/p>\n<h5 style=\"text-align: left;\">Immediate and massive visibility<\/h5>\n<p style=\"text-align: left;\">These formats provide access to:<\/p>\n<ul style=\"text-align: left;\">\n<li style=\"text-align: left;\">placements on the homepage,<\/li>\n<li style=\"text-align: left;\">high-placed video spaces,<\/li>\n<li style=\"text-align: left;\">high-reach banners,<\/li>\n<li style=\"text-align: left;\">large-audience placements via the LinkedIn Audience Network premium.<\/li>\n<\/ul>\n<h5 style=\"text-align: left;\">A crucial advantage for B2B startups<\/h5>\n<p style=\"text-align: left;\" class=\"translation-block\">In cybersecurity, AI, or deeptech (ecosystems in which Ignitera supports many startups), <strong>credibility is key.<\/strong>\nReserve Ads make it possible to quickly establish a presence, particularly during:<\/p>\n<ul style=\"text-align: left;\">\n<li>a launch,<\/li>\n<li>a fundraising round,<\/li>\n<li>a strategic trade show (SIT, Cyber Forum, Campus Cyber, etc.\u2014themes already addressed by Ignitera).<\/li>\n<\/ul>\n<h4 style=\"text-align: left;\">How do LinkedIn Reserve Ads work?<\/h4>\n<p style=\"text-align: left;\" class=\"translation-block\">The principle is simple: <strong>you reserve inventory.<\/strong><\/p>\n<p style=\"text-align: left;\">How does booking a placement work?<\/p>\n<ul style=\"text-align: left;\">\n<li>Define a period (one week, one month\u2026).<\/li>\n<li>Select available placements.<\/li>\n<li>Fixed pricing \u2192 no fluctuations due to auctions.<\/li>\n<li><span data-contrast=\"auto\" xml:lang=\"FR-FR\" lang=\"FR-FR\" class=\"TextRun SCXW78544310 BCX8\"><span class=\"NormalTextRun SCXW78544310 BCX8\">Guaranteed visibility for the chosen period.<\/span><\/span><span class=\"EOP SCXW78544310 BCX8\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:300}\">\u00a0<\/span><span class=\"EOP SCXW78544310 BCX8\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:300}\"><\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n<div class=\"et_pb_row_2 et_pb_row et_block_row\">\n<div class=\"et_pb_column_2 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\n<div class=\"et_pb_text_3 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><h4 style=\"text-align: left;\">What are the differences from classic campaigns?<\/h4>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n<div class=\"et_pb_row_3 et_pb_row et_block_row\">\n<div class=\"et_pb_column_3 et_pb_column et_pb_column_1_2 et_block_column et_pb_css_mix_blend_mode_passthrough\">\n<div class=\"et_pb_text_4 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><p style=\"text-align: center;\"><strong style=\"font-size: 16px; text-align: center;\">Classic Campaigns<\/strong><\/p>\n<p style=\"text-align: left;\">Auction-based<\/p>\n<p style=\"text-align: left;\">Variable CPM<\/p>\n<p style=\"text-align: left;\">Visibility dependent on competition<\/p>\n<p style=\"text-align: left;\">Performance-driven<\/p>\n<\/div><\/div>\n<\/div>\n\n<div class=\"et_pb_column_4 et_pb_column et_pb_column_1_2 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\n<div class=\"et_pb_text_5 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><p style=\"text-align: center;\"><strong style=\"font-size: 16px;\">Reserve Ads<\/strong><strong><\/strong><\/p>\n<p style=\"text-align: left;\">Reserved inventory-based<\/p>\n<p style=\"text-align: left;\">Fixed CPM<\/p>\n<p style=\"text-align: left;\">Guaranteed visibility<\/p>\n<p style=\"text-align: left;\">Visibility &amp; credibility-driven<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n<div class=\"et_pb_row_4 et_pb_row et_block_row\">\n<div class=\"et_pb_column_5 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\n<div class=\"et_pb_text_6 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><h4 style=\"text-align: left;\">What formats are available for reservation?<\/h4>\n<ul>\n<li style=\"text-align: left;\">Homepage Spotlight<\/li>\n<li style=\"text-align: left;\">Video Premium Placements<\/li>\n<li style=\"text-align: left;\">Display Top Banner<\/li>\n<li style=\"text-align: left;\">Audience Network Premium<\/li>\n<li style=\"text-align: left;\">Event &amp; takeover formats<\/li>\n<\/ul>\n<h4 style=\"text-align: left;\">How much do LinkedIn Reserve Ads cost?<\/h4>\n<p style=\"text-align: left;\">Reserve Ads require a higher budget than self-service campaigns, but their return on awareness is incomparable.<\/p>\n<p style=\"text-align: left;\">\u00a0Fourchettes d'investissement 2026 :<\/p>\n<ul style=\"text-align: left;\">\n<li>Simple premium formats: \u20ac8,000 to \u20ac12,000<\/li>\n<li>Premium video formats + extended audience: \u20ac15,000 to \u20ac30,000<\/li>\n<li>Homepage Takeover \/ Top visibility: \u20ac25,000 to \u20ac45,000<\/li>\n<\/ul>\n<p style=\"text-align: left;\">\u00a0Recommended entry point for a B2B startup:<br \/>\u20ac10,000 to \u20ac15,000 for one week of premium visibility particularly effective during strategic periods (fundraising, product launch, trade show presence\u2026).<\/p>\n<h4 style=\"text-align: left;\">What KPIs should you track to measure LinkedIn Reserve Ads effectiveness?<\/h4>\n<p style=\"text-align: left;\">Reserve Ads are designed for awareness, visibility, and credibility. Priority metrics therefore differ from lead gen campaigns.<\/p>\n<h6 style=\"text-align: left;\">\u00a01. Reach (unique impressions)<\/h6>\n<p style=\"text-align: left;\">The main indicator to measure:<\/p>\n<ul>\n<li style=\"text-align: left;\">scope of visibility,<\/li>\n<li style=\"text-align: left;\">message repetition,<\/li>\n<li style=\"text-align: left;\">actual B2B audience coverage.<\/li>\n<\/ul>\n<h6 style=\"text-align: left;\">\u00a02. View-Through Rate (VTR)<\/h6>\n<p style=\"text-align: left;\" class=\"translation-block\">For premium video, VTR reflects real interest.\n<br>A VTR between 25% and 45% is very good on LinkedIn.<\/p>\n<h6 style=\"text-align: left;\">\u00a03. Qualified engagement<\/h6>\n<p style=\"text-align: left;\">Beyond volume, what matters:<\/p>\n<ul>\n<li style=\"text-align: left;\">interactions from C-level executives,<\/li>\n<li style=\"text-align: left;\">profile visits \u2192 brand\/leadership,<\/li>\n<li style=\"text-align: left;\">clicks from priority sectors.<\/li>\n<\/ul>\n<h6 style=\"text-align: left;\">\u00a04. Brand signals (Brand Lift)<\/h6>\n<p style=\"text-align: left;\">If activated:<\/p>\n<ul>\n<li style=\"text-align: left;\">memorability,<\/li>\n<li style=\"text-align: left;\">recognition,<\/li>\n<li style=\"text-align: left;\">perceived credibility.<\/li>\n<\/ul>\n<h6 style=\"text-align: left;\">5. Impact on the rest of the funnel<\/h6>\n<p style=\"text-align: left;\">Reserve Ads always boost:<\/p>\n<ul>\n<li style=\"text-align: left;\">SEO traffic on the brand,<\/li>\n<li style=\"text-align: left;\">performance of LinkedIn self-service campaigns,<\/li>\n<li style=\"text-align: left;\">inbound requests (InMail, connections, website),<\/li>\n<li style=\"text-align: left;\">trust during sales meetings (Sales as a Service at Ignitera).<\/li>\n<\/ul>\n<h4 style=\"text-align: left;\">How to maximize Reserve Ads results?<\/h4>\n<h6 style=\"text-align: left;\">\u00a01. Use Reserve Ads during key moments<\/h6>\n<ul>\n<li style=\"text-align: left;\">Fundraising Support<\/li>\n<li style=\"text-align: left;\">Product launch<\/li>\n<li style=\"text-align: left;\">Institutional communication<\/li>\n<li style=\"text-align: left;\">Strategic trade show presence<\/li>\n<li style=\"text-align: left;\">International expansion<\/li>\n<\/ul>\n<h6 style=\"text-align: left;\">\u00a02. Create premium content<\/h6>\n<p style=\"text-align: left;\">The format demands high creative quality:<\/p>\n<ul>\n<li style=\"text-align: left;\">dynamic motion design,<\/li>\n<li style=\"text-align: left;\">short &amp; memorable message,<\/li>\n<li style=\"text-align: left;\">impeccable branding (Ignitera expertise: identity, guidelines, content).<\/li>\n<\/ul>\n<h6 style=\"text-align: left;\">3. Combine Reserve Ads + Thought Leader Ads<\/h6>\n<p style=\"text-align: left;\">The perfect combination:<\/p>\n<ul>\n<li style=\"text-align: left;\"><strong>Reserve Ads = massive visibility<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>TLA = embodied credibility<\/strong><\/li>\n<\/ul>\n<p style=\"text-align: left;\">Particularly powerful for cyber startups supported by Ignitera in their speaking strategy.<\/p>\n<h6 style=\"text-align: left;\">4. Measure the effect across the entire funnel<\/h6>\n<p style=\"text-align: left;\">Don\u2019t stop at CPC.<br \/>Reserve Ads serve to durably establish the brand in its market.<\/p>\n<p style=\"text-align: left;\">\n<h4 style=\"text-align: left;\">\u00a0Conclusion: Are LinkedIn Reserve Ads the right choice for your marketing strategy?<\/h4>\n<p style=\"text-align: left;\">Yes, if your goal is to:<\/p>\n<ul>\n<li style=\"text-align: left;\">strengthen your brand awareness,<\/li>\n<li style=\"text-align: left;\">reinforce your positioning,<\/li>\n<li style=\"text-align: left;\">support a strategic moment,<\/li>\n<li style=\"text-align: left;\">accelerate your presence among B2B decision\u2011makers.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">Reserve Ads are one of the most powerful tools LinkedIn offers today to scale a startup, in addition to the marketing, sales, and international strategies that Ignitera deploys for its clients.<\/p>\n<p style=\"text-align: left;\">\n<ul><\/ul>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":8,"featured_media":802,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41],"tags":[],"class_list":["post-780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quels sont les nouveaux formats publicitaires disponibles sur LinkedIn en 2026\u202f? 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