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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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Liquid C2 launches Africa’s first Google Cloud-powered Experience Centre to accelerate Artificial Intelligence (AI) adoption

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Liquid C2

The Partner Experience Centre provides the partner and reseller ecosystem in Africa with direct access to enterprise-grade technologies such as Gemini Enterprise, and the “Gemini Playspace” for rapid AI experimentation

JOHANNESBURG, South Africa, April 8, 2026/APO Group/ –Liquid C2, a business of Cassava Technologies, a global technology leader, has launched Africa’s first Partner Experience Centre powered by Google Cloud in Johannesburg, South Africa. The state-of-the-art facility is designed to empower partners and resellers to move beyond traditional distribution, providing the immersive, hands-on environment needed to architect and deploy cloud and AI solutions tailored specifically to African market needs.

 

Through the Centre, partners will be onboarded to a structured journey that guides them in securing official Google Cloud accreditation and certification. Beyond technical training provided by both Liquid C2 and Google, the centre will also serve as a collaborative hub, allowing them to work alongside specialist engineers to architect bespoke solutions. Once finalised, these solutions will be brought to market through Liquid’s robust distribution network. This expansion not only opens new commercial avenues for partners but also acts as a catalyst for high-value job creation and the rapid maturation of Africa’s technology ecosystem.

The Partner Experience Centre provides the partner and reseller ecosystem in Africa with direct access to enterprise-grade technologies such as Gemini Enterprise, and the “Gemini Playspace” for rapid AI experimentation. It also provides specialist expertise to prototype, test, and scale digital solutions in real-world environments. The centre is a testament to Liquid C2’s commitment to strengthening its role within the partner ecosystem in Africa, as it supports partners in overcoming infrastructure constraints, skills gaps, and complexity barriers that often slow digital transformation efforts across the continent.

As demand for advanced digital capabilities grows, the Partner Experience Centre serves as an innovation hub where enterprises, startups, academic institutions, developers, and public-sector stakeholders can co-create locally-relevant solutions, fostering a sense of shared progress and community across Africa.

The Partner Experience Centre powered by Google Cloud creates a practical environment where organisations can explore, test, and scale solutions that deliver real business value

The facility also provides industry-specific platforms tailored to sectors including financial services, healthcare, and retail. These platforms demonstrate how AI-enabled solutions can reduce operational risk, improve efficiency, enhance customer engagement, and unlock new growth opportunities across African markets.

“At Cassava Technologies, we believe the future of Africa’s digital transformation will be shaped through strong ecosystems that combine global innovation with local infrastructure and expertise,” said Ziaad Suleman, Senior Vice President, Cassava Technologies and CEO, South Africa & Botswana. “The Partner Experience Centre powered by Google Cloud creates a practical environment where organisations can explore, test, and scale solutions that deliver real business value. By combining our infrastructure, expertise, and continental reach with Google Cloud’s advanced technologies, we are helping to democratise access to AI and cloud capabilities for enterprises across Africa.”

“This is a pivotal moment in our commitment to Africa’s digital future,” said Tara Brady, President, Google Cloud EMEA. “The Partner Experience Centre is a testament to our belief in the power of a strong partner ecosystem. By combining our advanced AI capabilities, including our Gemini models, with Liquid C2’s localised expertise, we are not just building a facility; we are building a hub for innovation that will empower businesses, create jobs, and deliver the benefits of digital transformation to every corner of the continent.”

The collaboration will focus on three core pillars of transformation:

  • Accelerated Partner Enablement: The centre acts as a dedicated Proof-of-Concept (PoC) hub designed to dismantle historical market barriers. It provides localised training, hands-on technology interaction, and business support, leveraging Liquid’s capabilities to offer local currency billing and credit to manage financial complexity for resellers.
  • AI and Technology Innovation: A primary focus is empowering partners to build and deploy advanced AI solutions. The facility features a dedicated “Gemini Playspace & AI Solutions” to certify technical staff, alongside integrated “Solutions Pods” where partners can demonstrate complete technology stacks to win complex enterprise bids.
  • Economic Growth and Job Creation: The partnership is a direct investment in Africa’s tech workforce. By strategically broadening the partner network, the initiative will foster deep, localised expertise and act as a catalyst for new economic opportunities, creating a significant ripple effect of job creation for certified engineers and other tech professionals across the continent.

As a business of Cassava Technologies, Liquid C2 has always been at the forefront of bringing cutting-edge digital technologies to African businesses, both directly and through its partner ecosystem. This first-of-its-kind Partner Experience Centre is yet another milestone that reflects the company’s commitment to partnerships that leverage its continental footprint to serve a broader base of organisations.

Aligned with this, Cassava continues to expand digital inclusion across Africa through its integrated portfolio of connectivity, cloud, cyber security, and digital solutions, ensuring that a broad spectrum of organisations, regardless of size or sector, can access and benefit from advanced technologies, thereby enabling more inclusive participation in Africa’s digital economy.

Distributed by APO Group on behalf of Liquid Intelligent Technologies.

 

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Hospitality

Africa’s fastest-growing hotel group CityBlue Hotels selects Inntelo AI to deploy Artificial Intelligence (AI)-native operations across portfolio

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CityBlue Hotels

The partnership also includes the development of educational programmes to advance skills, innovation, and AI adoption across Africa’s hospitality industry

NAIROBI, Kenya, April 1, 2026/APO Group/ –CityBlue Hotels, one of Africa’s fastest-growing hotel groups, has selected UK-based platform Inntelo AI to deploy AI-native concierge agents across its portfolio, marking a significant step in the group’s strategy to lead the next phase of hospitality innovation across the continent. The announcement will be unveiled at the Future Hospitality Summit Africa (www.FutureHospitality.com) taking place in Nairobi on 31 March 2026.

The rollout represents one of the first scaled implementations of AI-native concierge agents in African hospitality, positioning CityBlue Hotels at the forefront of AI-driven transformation in the sector.

Operating across Kenya, Rwanda, Tanzania and expected to open soon in Ghana, Uganda and Zambia, with additional strategic tie-ups in South Africa and Mozambique, CityBlue Hotels’ partnership with Inntelo AI comes amid continued growth in Africa’s tourism sector, supported by rising intra-African travel and increasing global demand for new destinations.

As part of its broader digital strategy, CityBlue Hotels will deploy Inntelo AI’s platform to embed AI directly into hotel operations. The AI-native system coordinates guest interactions and service workflows in real time, enabling faster response times, improved task prioritisation, and consistent service delivery at scale, while allowing teams to focus on high-value, in-person guest engagement.

This partnership allows us to embed AI at the core of how we operate—supporting our teams in real time, reducing friction, and elevating the guest experience across every property

The partnership also includes the development of educational programmes to advance skills, innovation, and AI adoption across Africa’s hospitality industry.

Jameel Verjee, said:

“CityBlue has always been focused on where our markets are going. As we scale, AI-native operations become essential to delivering consistency, speed, and quality across multiple geographies.

“This partnership allows us to embed AI at the core of how we operate—supporting our teams in real time, reducing friction, and elevating the guest experience across every property. Just as importantly, we are shaping how AI is applied within an African context.”

Asif Alidina, added:

“CityBlue Hotels is exactly the kind of operator that defines where the industry is heading. Their focus on AI-native operations and scalable systems makes them a natural partner.

“Together, we are deploying technology that is purpose-built for hospitality—combining conversational and agentic AI to support teams, enhance guest experiences, and set a new standard for modern hotel operations in Africa.”

Distributed by APO Group on behalf of Future Hospitality Summit Africa (FHS Africa).

 

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Business

Wingu Africa Launches Wingu Cloud Exchange in Ethiopia

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Wingu Africa

Secure, compliant, and scalable cloud services built for East Africa

ADDIS ABABA, Ethiopia, March 31, 2026/APO Group/ –Wingu Africa (www.Wingu.Africa), the pioneering specialist provider of carrier-neutral, Tier III-standard data centres in East Africa, has announced the launch of the Wingu Cloud Exchange (WCX), a new private cloud platform tailored specifically for East African businesses and now available in Ethiopia.

With WCX, Ethiopian organisations can keep their data securely within the country, ensuring compliance with local regulations and protecting sensitive information. For businesses, this enables faster access to services, improved operational efficiency, and reliable support through locally optimised infrastructure.

WCX is a game-changer for African businesses. We are delivering secure, compliant, and scalable cloud solutions built specifically for local needs

Demos Kyriacou, Deputy CEO, COO and Co-founder of Wingu Africa, said, “WCX is a game-changer for African businesses. We are delivering secure, compliant, and scalable cloud solutions built specifically for local needs. With this platform, we are setting a new standard for digital infrastructure in the region and accelerating Ethiopia’s transformation into a digitally enabled economy.”

WCX brings together essential cloud services such as computing, storage, container management, and security, making advanced technology accessible to companies of all sizes. Enterprises can scale operations on demand, pay predictable prices in local currency, and avoid the uncertainties of foreign exchange or hidden fees. This gives businesses clarity in planning and the freedom to grow without constraints.

The platform offers a full range of services, including Wingu Compute, Wingu Kubernetes, Wingu Drive, and Wingu Security, enabling businesses to deploy, manage, and secure applications with confidence. The platform also integrates seamlessly with existing on-premises systems and complements global providers such as Azure and AWS, offering customers flexible hybrid options tailored to their operational requirements.

The launch of WCX highlights the company’s commitment to advancing Ethiopia’s digital transformation and strengthening the region’s cloud infrastructure. By delivering locally relevant solutions, Wingu Africa supports sustainable growth and inclusive development, while addressing customer demand for simplicity, reliability, and predictability in cloud adoption.

Distributed by APO Group on behalf of Wingu Africa.

 

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