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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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Nigeria’s Population Boom is Changing the Data Center Investment Story

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African Energy Chamber

Investors backing Nigeria’s fast-growing data center sector are betting not just on today’s demand, but on the emergence of one of the world’s largest digital economies over the next three decades

CAPE TOWN, South Africa, June 3, 2026/APO Group/ –Nigeria’s data center expansion is increasingly being framed as a technology story. But at its core, it is a demographics story. Africa’s largest economy is already home to more than 240 million people, and U.N. projections indicate the country could surpass 400 million by 2050, making it the world’s third most populous nation after India and China.

 

What makes that trajectory especially significant for investors is not just population size, but the age and digital profile of that population. Nigeria remains one of the youngest countries globally, with a median age of around 18, while internet penetration has surpassed 50%, creating a rapidly expanding base of mobile-first consumers entering the digital economy each year.

 

This dynamic is fundamentally reshaping the long-term case for digital infrastructure investment. Investors are positioning for what Nigeria could become over the next two decades: one of the world’s largest digital populations, with rising demand for cloud computing, AI-enabled services, fintech platforms, streaming content, enterprise software and sovereign data storage.

This shift is already shaping how the industry is thinking about digital infrastructure across the continent. At African Energy Week 2026 – the continent’s premier energy event – the introduction of an AI and Data Center track – Renegade Intel – reflects growing recognition that data infrastructure is becoming as critical as energy infrastructure to Africa’s economic future. In markets like Nigeria, where population growth is rapidly translating into digital demand, that intersection is now central to long-term investment planning.

Nigeria’s data center market, valued at roughly $288 million in 2025, is projected to surpass $1 billion by 2031, with operators rapidly expanding colocation and cloud capacity in Lagos and other urban hubs. Major players including Equinix, MTN, Rack Center and Open Access Data Centers are scaling infrastructure to capture what they see as long-term structural growth rather than a short-term market cycle.

In 2025, MTN announced a more than $240 million investment into a new Lagos data facility designed to support AI and cloud demand, underscoring how operators are preparing for far larger digital workloads in the years ahead. Recent reports suggest nearly $1 billion in broader data center investments flowing into Nigeria as companies race to expand cloud and AI infrastructure capacity.

 

Data centers are becoming critical infrastructure for Africa’s economic future, but none of this growth happens without energy

Much of that optimism rests on the belief that Nigeria’s digital consumption curve is still in its early stages. Fintech adoption continues to accelerate across the country, streaming platforms are expanding local content distribution, and enterprise cloud migration remains relatively underpenetrated compared to more mature markets. At the same time, artificial intelligence is expected to dramatically increase computing and storage requirements globally, creating additional incentives to localize infrastructure closer to end users.

 

For Nigeria, data localization and sovereign storage are becoming increasingly strategic as governments and businesses seek greater control over where critical information is processed and stored. Building data centers locally is now seen as essential for data control, security and long-term economic growth.

 

Still, the opportunity comes with its challenges. Reliable electricity supply remains one of the biggest constraints on large-scale data center expansion in Nigeria, where operators often rely heavily on backup generation and hybrid power systems. Connectivity improvements, regulatory clarity and long-term energy availability will all play a critical role in determining how quickly infrastructure deployment can scale.

 

“Data centers are becoming critical infrastructure for Africa’s economic future, but none of this growth happens without energy,” says NJ Ayuk, Executive Chairman of the African Energy Chamber. “Countries like Nigeria are seeing rising demand because of demographics, connectivity and digital adoption, but investors also need confidence that long-term power supply can support that expansion.”

 

Nigeria’s population growth alone does not guarantee digital infrastructure success. But when combined with rising internet penetration, fintech adoption, cloud usage and AI-driven computing demand, it creates a scale opportunity few emerging markets can match. Investors are looking beyond today’s market to the scale Nigeria’s digital economy could reach.

Distributed by APO Group on behalf of African Energy Chamber.

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ThinkMarkets launches ChelseaAI, bringing live CFD trading into Artificial Intelligence (AI) assistants

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ThinkMarkets

Traders can check positions, place orders and manage risk through a conversation with Claude or any other MCP-compatible AI assistant, without leaving the tools they already use

LONDON, United Kingdom, June 2, 2026/APO Group/ –ThinkMarkets (www.ThinkMarkets.com) today launches ChelseaAI, a product that connects a live ThinkTrader account directly to an AI assistant. Ask your AI to check your positions, place a trade, analyze current market conditions, or move a stop-loss. It does it. No separate login. No switching apps.

ChelseaAI works through the Model Context Protocol (MCP), an open standard that lets AI assistants connect securely to external services. It works with any MCP-supported assistant. ThinkMarkets recommends Claude, developed by Anthropic, but traders can connect via other popular platforms, such as Grok and ChatGPT.

ChelseaAI is an interface, not an adviser. It executes what the trader instructs. It does not provide recommendations, signals, or investment advice of any kind. The world of trading is evolving from the user interface and charting libraries; the agentic trading revolution will allow users to move beyond interfaces and focus on the underlying product offering.

Control and security

We put a lot of work into the permission model and the funds boundary, not because we had to, but because a product like this only works if people genuinely trust it

Clients choose their permission level before connecting. Read-only gives the AI access to market data, positions, balances, and trading history. Full access adds the ability to place, modify, and close orders. Either level can be changed or revoked instantly from within ThinkTrader.

One limit holds regardless of permission level: ChelseaAI has no access to funds. Deposits, withdrawals, and transfers are excluded from the integration entirely, by design. Every action is recorded in an in-platform audit log that the AI cannot read or alter. Sessions expire after seven days or 24 hours of inactivity.

Quotes

“Our clients are already running AI assistants as part of how they trade. ChelseaAI means their ThinkMarkets account is in that conversation too. We put a lot of work into the permission model and the funds boundary, not because we had to, but because a product like this only works if people genuinely trust it.”

— Nauman Anees, Co-Founder and CEO, ThinkMarkets

Availability

ChelseaAI is available to ThinkTrader account holders from 2nd June 2026 via ThinkTrader (https://apo-opa.co/4dYrSQ7), with support for both live and demo accounts. Available exclusively on ThinkTrader. The integration covers 26 tools across market data, position management, order execution, and account information. Setup takes under two minutes. Full documentation is at www.ThinkMarkets.com.

Distributed by APO Group on behalf of ThinkMarkets.

 

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PayAngel Expands Global Payout Capabilities Through Collaboration with Visa and Currencycloud

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PayAngel

The collaboration enables PayAngel to support faster, more efficient cross border payouts across multiple currencies and countries

LONDON, United Kingdom, June 1, 2026/APO Group/ –PayAngel (https://PayAngel.com), a cross-border payments platform built by migrants and shaped by a lived understanding of the migrant journey, today announced an expanded collaboration with Visa, a world leader in digital payments. Leveraging Currencycloud, a Visa Direct solution, PayAngel will strengthen its multicurrency account and international payout capabilities.

 

The collaboration enables PayAngel to support faster, more efficient cross border payouts across multiple currencies and countries, enhancing how individuals and businesses move money internationally. This capability supports everyday use cases that matter to PayAngel’s customers, from contributing to family milestones and fulfilling communal obligations, to supporting businesses that operate across borders.

It’s fantastic to be collaborating with fintechs such as PayAngel, to help supercharge innovation that improves how money moves for consumers and businesses worldwide

Born out of a desire to challenge the high costs, friction, and lack of transparency that have long defined traditional remittances, PayAngel enables fee free transfers, competitive FX rates, and dependable settlement across 22 African countries, as well as India and Bangladesh. The platform also supports businesses through a web based B2B payments portal that enables collections, disbursements, and cross border settlement without the need for local presence or complex integrations.

By utilising Currencycloud’s regulated infrastructure, PayAngel is able to streamline settlement flows, improve operational efficiency, and expand its ability to serve customers with clarity, control, and confidence. The collaboration aligns with PayAngel’s long term strategy to scale responsibly, deepen trust, and invest in resilient global payments infrastructure.

“Access to dependable, well governed payment rails is essential to supporting globally connected communities,” said Jones Amegbor, CEO at PayAngel. “This collaboration strengthens the infrastructure behind our platform, helping us deliver faster and more efficient cross border payments while staying focused on the human connections those payments represent.”

“Visa Direct is focused on enabling secure, seamless money movement across the global payments ecosystem,” said Philip Konopik, SVP, Head of CMS, Visa Europe. “It’s fantastic to be collaborating with fintechs such as PayAngel, to help supercharge innovation that improves how money moves for consumers and businesses worldwide.”

Distributed by APO Group on behalf of PayAngel.

 

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