LinkedIn brings BrandLink to Australia

LinkedIn has expanded its BrandLink offering to Australia, with The CEO Magazine becoming the first local publisher to join the program.

The rollout gives Australian advertisers access to pre-roll video placements alongside premium publisher and creator content on LinkedIn. BrandLink enables marketers to place video ads adjacent to trusted editorial content, a format that LinkedIn says is increasingly important as B2B marketers seek stronger trust signals and measurable returns.

'Trust is what moves buyers'

The launch coincides with new findings from LinkedIn’s Global B2B Marketing Outlook, which found 82% of global B2B marketers using trusted voices believe those campaigns are essential for measurable ROI.

The research also found 56% of B2B buyers who engage with creators rely on their input during the final stage of the buying process.

LinkedIn said video is also becoming central to B2B conversion, with 81% of chief marketing officers saying video accelerates sales cycles compared with other formats.

A further 81% of marketers using creators said reducing investment in creator partnerships would directly impact revenue opportunities.

Andrea Rule, director of LinkedIn Marketing Solutions, said Australian marketers are increasingly focused on trust at scale.

“Australian B2B marketers have long understood that trust is what moves buyers, and what’s changed is the scale at which you can now build it,” Rule said.

“BrandLink gives brands a direct way to show up alongside the credible, professional content their audiences are already engaging with, and The CEO Magazine is exactly the kind of trusted voice that makes that possible in this market.”

The CEO Magazine joins global publisher group

Chris Dutton, founder of The CEO Magazine, said the partnership creates new reach for Australian executive content.

“As the first Australian publisher to join LinkedIn’s BrandLink, The CEO Magazine is bringing inspiring leadership stories to a broader professional audience,” Dutton said.

“Together, we’re creating a powerful environment where brands align with trusted executive content and engage ambitious decision-makers shaping tomorrow’s business landscape.”

The CEO Magazine joins an existing BrandLink publisher roster that includes Bloomberg, Forbes, The Wall Street Journal, Reuters and TED, alongside more than 40 global media outlets.

Top Image: Andrea Rule

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.