Business Insider Brings Award-Winning Video Content to Advertisers on LinkedIn

LinkedIn tests Wire Program to help B2B marketers promote in-stream video ads alongside trusted publisher content.

Business Insider brings award-winning video content to LinkedIn’s community of one billion professionals and introduces new opportunities to reach audiences.

NEW YORK, NY (June 5, 2024) — Today, Business Insider announces its participation in LinkedIn’s Wire Program, an initiative LinkedIn is testing to help B2B marketers promote in-stream video ads alongside trusted publisher content. The Wire Program brings Business Insider’s award-winning video content to LinkedIn’s community of one billion professionals, introducing new opportunities to reach engaged audiences consuming more digital video. 

“At Business Insider, we are innovators at heart. We are constantly exploring new, exciting ways to better connect our advertising partners and global audience of 100 million ambitious readers,” says Maggie Milnamow, Business Insider’s CRO and Axel Springer SVP, Enterprise Sales. “This partnership will allow us to bring advertisers our award-winning video content on LinkedIn’s platform, yet another offering for Business Insider to add to its diverse and robust ad portfolio.”  

The announcement comes at a time when 75% of US adults spend up to two hours a day watching short-form video content. Additionally, US adults now spend 55 more minutes daily with digital video compared to traditional TV. Business Insider’s videos reach hundreds of millions of viewers each month, totaling over one billion minutes of watch time. The video team, led by Erica Berenstein, won a National Magazine Award and won three 2024 Digiday Video and TV Awards, for each category in which Business Insider was nominated. LinkedIn’s video uploads have also increased 45% year-over-year.