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LinkedIn solidifies its dominance in the B2B marketing landscape as ad revenue surges to $8.2bn fuelled by B2B creators, Gen AI brands and CTV capabilities

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LinkedIn
  • LinkedIn ad revenue is forecast to reach $9.7bn (+18.5%) in 2026 and $11.3bn (+16.2%) in 2027
  • LinkedIn ads reach 350 million active users per month but its professional reach approaches saturation in key markets
  • LinkedIn ads in the US outperform with high ad equity
  • An increased use of video on LinkedIn signals a new trend

WARC Media’s Platform Insights: LinkedIn

21 October 2025 – LinkedIn is best known as a leader in business-to-business marketing offering unique professional targeting capabilities. Ad investment in the Microsoft-owned platform has steadily increased, with WARC forecasting it to reach $8.2bn in 2025 (+18.3%), fuelled by gains from the emerging Gen AI category, B2B creators, and by extending B2B campaigns into connected TV.

This latest Platform Insights by WARC Media, provides comprehensive data-driven intelligence on LinkedIn’s advertising landscape, examining the platform’s latest trends through the lens of investment, user engagement and performance.

Celeste Huang, Media Insights Analyst, WARC Media, and author of the report, said: “LinkedIn accounts for a small part of Microsoft’s overall revenue. However, its ad business is outpacing other mid-size platforms like Snapchat and Pinterest. Its premium subscriptions continue to rise, and efforts in growing B2B creators, video formats and CTV campaigns is delivering returns.”

Investment: LinkedIn ad revenue forecast at $8.2bn this year, $9.7bn in 2026 and reach $11.3bn in 2027

WARC Media’s analysis of LinkedIn’s advertising business suggests strong momentum. Ad revenue is forecast to reach $8.2bn (+18.3%) this year, increase to $9.7bn (+18.5%) in 2026 and further expand to $11.3bn in 2027.

Its ad business is bigger than other mid-size social platforms, including Snapchat ($6bn), Pinterest ($4.2bn) and Reddit ($2.2bn) according to WARC Media’s latest global ad spend forecasts for 2025.

Category-wise, business and industrial leads with the most ad spend on LinkedIn, followed by technology & electronics, and government & non-profit. Retail accounts for just 2% of total LinkedIn ad revenue.

However, LinkedIn’s ad business commands a relatively small part of the digital ad spend across key markets. Its greatest share is in the US (3.2%), followed by the UK (2.4%), Brazil (1.9%), France (1.8%), Canada (1.8%) and Germany (1.1%) according to Sensor Tower data.

LinkedIn has benefitted from rising digital ad spend among companies building generative AI products. Globally, Gen AI companies allocate 12% of their total digital ad budgets to LinkedIn, compared to an average of 3% across all categories, per Sensor Tower.

Consumption: LinkedIn ads reach 350 million users per month but its vast professional reach approaches saturation in key markets

LinkedIn ads reach around 350 million active users per month, according to We Are Social – some way short of its 1.2 billion total registered users.

However, LinkedIn’s Audience Network extends advertiser reach beyond the platform to third-party publishers and sites, with over 1.8 million feed updates viewed per minute.

According to GWI, the global online audience is most likely to use LinkedIn to look for jobs (9.4%) and to follow a company page (7.3%). A full 4.3% of internet users have researched or purchased after seeing ads on LinkedIn, a percentage that rises to 6.4% for those employed full-time.

Available in 200 markets, Asia Pacific currently provides LinkedIn with its largest audience base (277 million), followed by Europe (257 million) and North America (233 million). The US and India account for a third of LinkedIn’s total audience, but the platform itself is approaching saturation in key markets. Its continued ability to reach out-of-market buyers is crucial.

B2B creator activity has seen notable growth in recent years, albeit at a slower rate than B2C. More than one in ten creators (12%) regularly post content on LinkedIn, per CreatorIQ, though growth trails behind short-form video platforms like TikTok and Instagram Reels.

LinkedIn’s audience is the fastest-growing group of social media users to adopt AI tools, ahead of X, TikTok and Instagram users. Currently, 41% of the platform’s users say they use ChatGPT, up from 15% in Q1 2024, per Sensor Tower.

High net worth individuals (HNWIs) are a key presence on LinkedIn given their ability to influence business decisions and corporate purchasers, of which 38% are Millennials, 33% Gen-X, 16% Gen-Z and 13% Boomers, according to Ipsos Global Influentials data. LinkedIn data claims its audience has twice the buying power of the average web audience, with 10 million C-level execs active on the platforms.

Performance: LinkedIn ads in the US outperform with high ad equity

Kantar’s Media Reactions survey in the US – LinkedIn’s biggest market – shows consumers’ positive attitudes regarding LinkedIn ad qualities.

To B2B advertisers, LinkedIn’s emphasis on trust means buyers will engage more and move through the funnel smoothly.

Short-form video is seeing 12% year-on-year growth on the platform. Emotionally resonant videos and short-form content have higher completion rates among LinkedIn users.

LinkedIn’s premium TV advertising offering is gaining momentum through partnerships with Connected TV platforms including NBCUniversal, Roku, and Samsung, deemed as a potential game-changer for B2B mass reach. Kantar data suggests that LinkedIn’s CTV solution reaches 105 million connected devices per month in the US.

With credibility and relevance being top criteria for creators in B2B environments, LinkedIn launched its own Creator Accelerator Program and offers partnerships with certified creator agencies via its Marketing Partners tool.

LinkedIn Ads appear more expensive when using consumer campaign ad metrics like CPC and impressions. Account-based metrics, such as ‘cost per company influenced’, reveal LinkedIn is the most effective, according to Dreamdata research.

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Ghana’s Print Sector Expands as Retail Growth and Advertising Demand Drive Investment in Advanced Production Technologies

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Ghana’s retail market was estimated at approximately US$32 billion in 2023 and projected to reach US$54 billion by 2031, reflecting strong commercial expansion and consumer spending

DUBAI, United Arab Emirates, March 13, 2026/APO Group/ –Ghana’s visual communications and printing industry is entering a new phase of growth, driven by expanding retail activity, urban development, and rising demand for high-impact branding and advertising solutions.

 

Ghana’s retail market  was  estimated at approximately US$32 billion in 2023 and projected to reach US$54 billion by 2031 (https://apo-opa.co/4uK1j95), reflecting strong commercial expansion and consumer spending.

Outdoor advertising — a key driver of large-format printing — generates around US$60 million annually, accounting for more than 20% of total advertising expenditure (https://apo-opa.co/3P5PERC).

As brands compete for visibility across storefronts, malls, events, and public spaces, print service providers are investing in advanced production systems that enable faster turnaround, greater versatility, and durable output suited to West Africa’s climate.

Accra-based Chroma Digital Solutions is among the companies leading this transformation. The business has enhanced its capabilities with the installation of the Canon Colorado M5W wide-format printer, expanding its ability to deliver premium retail displays, interior décor, and high-durability outdoor signage.

As retail, infrastructure, and advertising sectors expand, print businesses are investing in technologies that allow them to diversify offerings

This installation marks one of the earliest deployments of the Colorado M5W technology in Africa, positioning Chroma Digital Solutions to meet emerging demand for specialised and high-value print applications.“In today’s market, clients expect speed, consistency, and the ability to handle everything from décor to large outdoor graphics,” said a Kwame Owusu-Kwarteng , Operation Manger from Chroma Digital Solutions. “Investing in the Canon Colorado M5W enables us to deliver all of this on one platform. Its UVgel technology produces prints that withstand heat and sunlight, while features like white ink, matte-and-gloss finishes in a single job, and texture printing open new premium applications previously difficult to produce locally.” The system’s high productivity and efficient ink usage also support cost control — a critical factor in Ghana’s price-sensitive business environment.

According to Canon, Ghana’s evolving economy is prompting print providers to move beyond basic production towards value-added services that support branding, retail experiences, and architectural design.

“Ghana is one of West Africa’s most dynamic visual communications markets,” said Tushar Vashnavi, Business Unit Director, B2B, at Canon Central & North Africa. “As retail, infrastructure, and advertising sectors expand, print businesses are investing in technologies that allow them to diversify offerings, respond faster to customers, and operate more profitably. Solutions like the Colorado M-series are designed to support this transition by combining productivity, application versatility, and durability.”

CCNA adds that reliable local technical support and strategic business guidance remain essential for successful technology adoption and sustainable growth in emerging markets such as Ghana.For Chroma Digital Solutions, upgrading to advanced production capabilities has opened new business opportunities and strengthened  reliability.

“Having dependable support behind the technology gives us confidence to grow and take on more complex projects,” the spokesperson added. “It allows us to focus on delivering real value to our customers.”

As Ghana’s economy continues to diversify, demand for high-quality visual communication is expected to increase across retail, real estate, events, and corporate sectors — positioning technologically advanced print providers at the centre of this growth.

Distributed by APO Group on behalf of Canon Central and North Africa (CCNA).

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“Always On”: 83% of employees stay connected to work during time off, fuelling digital anxiety

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Kaspersky

A new Kaspersky (http://Kaspersky.co.za) survey undertaken in the Middle East, Turkiye and Africa (META) region reveals that digital anxiety is becoming a defining feature of modern work culture, as employees don’t disconnect even during their free time and vacations.

According to the findings, 83% of respondents keep an eye on work tasks outside working hours. An overwhelming 85% reply to all work-related messages in instant messaging apps, while the same share (85%) check work emails during their time off – and 81% admit they are responding to work emails while on vacation or in their personal time.

 

The pressure to remain constantly available is contributing to heightened stress levels in the workplace. Other sources of stress include work issues, for example, 43% experience anxiety after accidentally sending a random message to a work chat. Interestingly, not all digital mishaps are perceived equally: 40% report that they take it calmly when they send an unfinished email, proving that some mistakes are considered less damaging than others.

 

Digital anxiety doesn’t just affect employee well-being – it can also increase cybersecurity risks for organisations

Blurred boundaries between professional and personal life, combined with instant communication tools, are intensifying feelings of constant monitoring and fear of making digital errors. More than a third (36%) of respondents say they feel extremely uncomfortable or even scared if their boss notices them scrolling through social media at work instead of working. The “always-on” culture may undermine employee well-being, increase burnout risks, and reduce overall productivity in the long term.

 

“Digital anxiety doesn’t just affect employee well-being – it can also increase cybersecurity risks for organisations. When people feel constant pressure to respond immediately to messages and emails, they are more likely to act impulsively, without carefully verifying links, attachments, or sender identities. This urgency can make employees more vulnerable to phishing, and other scams using social engineering techniques,” comments Brandon Muller, Technical Expert at Kaspersky.

 

Kaspersky recommends employees to follow the below tips to avoid digital anxiety and associated cyber risks:

  • Slow down before clicking or replying. Digital anxiety can trigger automatic reactions. A short pause to check sender details, URLs, or attachments can prevent security breaches.
  • Treat urgency as a red flag. Cybercriminals often exploit pressure and fear. Always verify unexpected or urgent requests before responding.
  • Avoid handling sensitive information on unsecured networks. Public Wi-Fi, often used when working outside regular hours, increases exposure to cyber threats. Mobile network and VPN should be applied in such cases.
  • Use technologies that will help reduce risks. For example, Kaspersky Premium (https://apo-opa.co/4cRPM0P) offers AI-powered anti-phishing features designed to help warn of potential threats.

 

Businesses can reduce cybersecurity risks related to employees’ digital anxiety by providing regular cybersecurity training that helps staff recognise threats and respond correctly even under stress. At the same time, organisations should use robust cybersecurity solutions to minimise the impact of human error. Kaspersky Next’s adaptable and robust cloud-native protection, underpinned by an unequalled cybersecurity track record, is one of such products. Protection solutions for mail servers, such as Kaspersky Security for Mail Server, with anti-phishing capabilities, help to additionally decrease the chance of infection through a phishing email.

Distributed by APO Group on behalf of Kaspersky.

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Binance Earn Offers Users a Simple Way to Put Idle Crypto to Work

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Binance

As interest in passive crypto strategies continues to grow, Binance Earn is becoming an increasingly important part of how users engage with digital assets

JOHANNESBURG, South Africa, March 19, 2026/APO Group/ –As the cryptocurrency market (www.Binance.com) matures, more users are looking for ways to make their digital assets more productive. Rather than leaving crypto idle in wallets, many are exploring ways to generate rewards without actively trading or constantly monitoring the market.

 

Binance is addressing this demand through Binance Earn, a feature designed to help users generate rewards on the crypto they already hold. By enabling users to allocate supported assets to reward-generating products, Binance Earn (https://apo-opa.co/4sl8sLm) offers a simple, accessible way to put idle crypto to work.

For many users, the appeal lies in simplicity. Binance Earn is built around a straightforward experience: users select their assets, choose a product, and once set up, their holdings begin generating rewards automatically. This “set-and-forget” approach allows users to remain invested while their assets work in the background.

The feature is particularly relevant for long-term crypto holders who are not actively trading but still want to derive value from their portfolios. Instead of waiting for market movements, users can explore ways to make their holdings more productive over time.

Simple, ‘set-and-forget’ solutions are becoming increasingly relevant as more users take a longer-term approach to digital assets

Binance Earn offers a range of products to suit different user needs. Flexible options allow users to access their funds at any time, providing liquidity when needed. At the same time, fixed-term products are designed for users who are comfortable committing assets for a defined period. This flexibility allows users to choose options that align with their individual strategies and financial goals.

“We’re seeing growing interest across Africa in ways to make crypto holdings more productive without active trading,” said Larry Cooke, Africa Head of Legal at Binance. “Simple, ‘set-and-forget’ solutions are becoming increasingly relevant as more users take a longer-term approach to digital assets.”

As interest in passive crypto strategies continues to grow, Binance Earn is becoming an increasingly important part of how users engage with digital assets. The feature provides a practical alternative to active trading, allowing users to participate in the crypto ecosystem in a more hands-off way.

This trend reflects a broader shift in user behaviour. While active trading remains a key part of the market, more users are exploring approaches that focus on holding and gradually growing their assets over time.

At the same time, users should be aware that cryptocurrency markets remain volatile, and reward rates may vary depending on market conditions, liquidity, and product structures. As with any financial product, users need to understand how Binance Earn works and assess whether it aligns with their individual risk tolerance and financial objectives.

As digital asset adoption continues to expand across Africa, tools like Binance Earn are helping to shape how users interact with their crypto holdings. For many, the ability to put idle assets to work—simply and without constant involvement—is becoming an increasingly important part of their overall strategy.

Distributed by APO Group on behalf of Binance.

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