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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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Taara and Liquid use light-beam technology to expand data center capacity to large enterprises in Lagos, Nigeria

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Over the last two years, Liquid has deployed nearly a dozen Taara links across Lagos to quickly serve high-speed connectivity to large local enterprises and improve network resilience across key commercial areas for local internet service providers, banks, hotels, and a utility company

SUNNYVALE, United States of America, August 5, 2026/APO Group/ –Taara, a graduate of X, Google’s Moonshot Factory and a leader in high-speed, high-capacity wireless optical communication, today announced its continued collaboration with Liquid Intelligent Technologies (https://Liquid.Tech), a business of Cassava Technologies, a global technology company.

Taara has helped Liquid to quickly distribute high-capacity bandwidth from its points of presence at Africa Data Centres and other leading data centers in Nigeria to large enterprises within and beyond the reach of fiber, where traditional deployments can be costly, time-consuming, or operationally challenging, especially in areas where network outages caused by fiber cuts can take days to restore.

Over the last two years, Liquid has deployed nearly a dozen Taara links across Lagos to quickly serve high-speed connectivity to large local enterprises and improve network resilience across key commercial areas for local internet service providers, banks, hotels, and a utility company.

Nigeria is one of the largest economies in Africa, with some analysts reporting that the country’s economy is growing faster (https://apo-opa.co/4fX49AN) in 2026 than it has done in the previous five years. Lagos is the country’s largest and fastest-growing commercial hub, but expanding network infrastructure in dense urban environments can be challenging.

Wireless optical communication gives operators another tool to extend capacity, reach customers faster, and build more resilient networks without compromising performance

To meet growing enterprise demand, operators increasingly rely on a mix of technologies to extend coverage and increase redundancy. Liquid is using Taara’s technology to ensure improved proliferation of connectivity across the most difficult terrains in the country.

By using highly focused beams of light to transmit data through the air, Taara enables operators to establish links within days rather than weeks, helping accelerate customer deployments while complementing existing fiber infrastructure. Liquid is now exploring opportunities to expand the use of wireless optical communication into regions across Nigeria, including Abuja, Ibadan, and Kano.

“For Liquid, deployment speed has been one of the most significant advantages. Traditional fiber deployments aren’t always a possibility, especially across difficult terrains. Taara links can often be installed and activated within hours, allowing Liquid to ensure it is remaining true to its mission to create a digitally connected future that leaves no African behind,” said Eugene Uka, Acting Chief Executive Officer at Liquid Intelligent Technologies Nigeria.

“As demand for connectivity continues to grow, operators need more flexibility in how they expand and reinforce their networks,” said Bhavesh Mistry, Regional Lead for Taara in Africa. “Fiber remains an essential part of modern communications infrastructure, and will for some time, but there are many situations where deploying fiber quickly or cost-effectively can be difficult. Wireless optical communication gives operators another tool to extend capacity, reach customers faster, and build more resilient networks without compromising performance.”

Taara Lightbridge occupies a unique position between fiber and traditional radio-frequency solutions, delivering up to 20 Gbps of capacity across distances of up to 20 kilometers using narrow, invisible beams of light. The platform enables operators to rapidly deploy high-capacity links without trenching, spectrum licensing, or extensive civil works, helping bridge connectivity gaps that might otherwise remain unserved. Taara Lightbridge is currently deployed in more than 20 countries with operators including T-Mobile, Airtel, Digicel, Liquid, and SoftBank, helping extend and reinforce network capacity across urban, rural, remote, and hard-to-reach environments.

Read more in the case study (https://apo-opa.co/4fGlpLK). For more information about Taara, visit https://apo-opa.co/4gbnzmO.

Distributed by APO Group on behalf of Liquid Intelligent Technologies.

 

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Canon returns to Visa pour l’Image to champion outstanding photojournalism

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Canon to recognise outstanding contributions to photojournalism with two grants

DUBAI, United Arab Emirates, July 30, 2026/APO Group/ –This September, Canon (https://en.Canon-CNA.com/) will be championing the work of photojournalists for the 37th consecutive year, as part of its decades-long partnership with Visa pour l’Image.

Canon will honour the craft of documentary storytelling during the festival’s Pro Week (31 August – 5 September 2026), held in Perpignan in the south of France, by awarding two independent project grants, bringing together industry experts to encourage meaningful discussions and providing recourses for the professional community at the Canon Lounge.

Canon to recognise outstanding contributions to photojournalism with two grants

For 26 years, Canon and Visa pour l’Image have awarded at times career-defining project grants to female photojournalists pursuing a long-term documentary project, alongside the opportunity to showcase their work on the acclaimed Visa pour l’Image stage.

This year, the international jury has awarded Finnish photojournalist and Canon Ambassador Meeri Koutaniemi, for her 14-year documentation of female genital mutilation (FGM) and the grassroots activists working to end the practice. Spanning 14 countries, the project explores both the impact of FGM and the efforts of survivors and communities driving change from within, culminating in a return to Kenya to examine how activism and education can transform future generations.

Canon and Visa pour l’Image are also presenting the seventh Canon Video Grant to German-Mexican filmmaker Axel Javier Sulzbacher for Antes de ser Niño – Before Being a Child. Set in Michoacán, Mexico, the film follows a youth militia where children receive military-style training amid cartel violence, exploring the tension between protection, militarisation, and childhood through long-term observational filmmaking.

We are proud to support photographers and videographers who devote years to telling stories that can shape understanding and help build a more informed and compassionate world

“Photojournalism has the power to make visible the realities that too often remain unseen. For more than two decades, the Canon Female Photojournalist Grant has supported women whose dedication, courage and empathy bring these stories to light. Meeri Koutaniemi’s work exemplifies the profound role documentary storytellers play in bearing witness, amplifying underrepresented voices, and inspiring meaningful change.

Alongside photography, documentary filmmaking plays a vital role in helping us understand the world and the experiences of people whose stories might otherwise go untold. This year, the Canon Video Grant recognises the remarkable work of Axel Javier Sulzbacher, whose dedicated, long-term approach brings nuance and humanity to a complex and challenging subject,” says Ingrid Masachs, EMEA Marketing Director at Canon.

“We are proud to support photographers and videographers who devote years to telling stories that can shape understanding and help build a more informed and compassionate world.”

Canon to host a Photo Studio

As a special highlight this year, Canon will host a dedicated Photo Studio and offer visitors the opportunity to receive a professional headshot and live demonstration of Canon’s Authenticity Imaging System (https://apo-opa.co/4c8UlT2), which embeds secure, verifiable credentials into images in accordance with the C2PA standard.

Canon support at Visa pour l’Image

The Canon Lounge will showcase the strength of Canon’s complete professional imaging offering, bringing together industry-leading cameras, lenses, professional print technology and software solutions that help protect image authenticity, and the unrivalled expertise of Canon Professional Services (CPS).

Throughout the festival, accredited photographers can benefit from complimentary check-and-clean services, hands-on access to the latest equipment, one-to-one advice from Canon product specialists, and a fine art print of their work. As the only imaging brand offering this full suite of products, software and services support, Canon is uniquely positioned to help professional photographers create, protect, and share their work with confidence.

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

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Radisson Hotel Group and Accenture Redefine Travel Discovery on ChatGPT

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New Radisson Hotels app in ChatGPT helps travelers move from trip intent to relevant hotel options, live rates, and direct booking paths, advancing Radisson Hotel Group’s agentic commerce strategy

AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift

BRUSSELS, Belgium, July 29, 2026/APO Group/ –Radisson Hotel Group (www.RadissonHotels.com) has collaborated with Accenture (NYSE: ACN) in launching an AI-powered hotel discovery app in ChatGPT, helping travelers move from trip intent to search, comparison and planning through natural conversation.

 

Available as @RadissonHotels in ChatGPT, the app enables travelers to search for Radisson Hotels properties across over 100 countries, and more than 1,000 hotels through natural conversation. Through starting a new ChatGPT conversation with @RadissonHotels at the start of the prompt, travelers can ask for advice to plan a family-friendly weekend stay in Amsterdam, or a hotel in Paris with a gym and spa near the Eiffel Tower. The app will respond with relevant Radisson Hotels properties with live inventory and rates, location context, amenities, hotel details, and interactive map-based results. When ready, travelers are directed to complete the reservation through the Radisson Hotels website.

The launch marks an important step in Radisson Hotel Group’s move toward agentic commerce (https://apo-opa.co/4w1xwbb): a shift from traditional, channel-based booking journeys to AI-led experiences where discovery, comparison, and decision-making happen through conversation. As travelers increasingly turn to AI to ask questions, narrow down options, and plan trips, hospitality brands need to be visible, accurate, and actionable at the moment of intent.

This shift is already underway. According to Accenture’s Consumer Pulse Research (https://apo-opa.co/4fqvOLv), 87% of travelers are open to collaborating with an AI-powered travel agent to find the best option, and 71% of travelers say that at least half of their spend for hotels or airlines will be influenced by AI over the next 12 months. Radisson Hotel Group is seeing the change firsthand, noting that organic and direct web traffic channels that have historically driven online bookings are giving way to new touchpoints like ChatGPT.

“AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift,” said Gianni Di Fede, chief commercial officer, Radisson Hotel Group. “With Accenture, we are reimagining hotel discovery for the next generation of travelers—meeting guests in the planning moment with a branded experience that makes it easier to find, compare, and book Radisson Hotels properties.”

The collaboration began with Radisson Hotel Group using an MCP accelerator that is part of Accenture’s AI Merchant Center, an agentic readiness and intelligence platform. This helped structure, validate, and optimize how Radisson Hotels’ content, inventory, rate, and booking signals could be monitored for AI-led discovery. Accenture then worked with Radisson Hotel Group to design the app experience, shaping how travelers interact with it and how it works across devices. The app connects directly to Radisson Hotel Group’s existing systems, delivering real-time hotel information that helps travelers move from a broad idea to a relevant shortlist more quickly. Over time, the companies plan to expand this experience to include deeper personalization, loyalty recognition, in-chat booking, reservation management, trip modification, and AI concierge capabilities.

“Agentic commerce is fundamentally changing how people discover and choose brands. As journeys become more conversational and intent-driven, companies have to rethink how they show up — not just to be found, but to be chosen, and to deliver value in that moment,” said Ndidi Oteh, CEO of Accenture Song. “Radisson Hotel Group is taking a step in that direction, creating a more direct and meaningful way to connect with travelers when decisions are being made.”

The app is part of Radisson Hotel Group’s broader digital transformation and direct booking strategy. Accenture has supported the Group in modernizing its digital and data foundation (https://apo-opa.co/4pPQ78O), uniting its brands on a single global platform and enabling more personalized marketing across more than 1,000 hotels. With the Radisson Hotels app in ChatGPT extending that foundation into a new AI-native discovery channel, the Group will remain visible, relevant, and bookable as traveler behavior continues to evolve.

“With travel, planning is becoming easier for consumers, but more competitive for brands,” said Emily Weiss, senior managing director and global Travel lead, Accenture. “Travelers want to compare options quickly, narrow down choices and book with confidence, often in a single journey. That puts pressure on brands to show up with accurate, up-to-date, and easy-to-navigate information at every step. With Radisson Hotel Group, the focus was on making hotel content more accessible, so travelers can find what they need, explore options, and move to booking more seamlessly.”

This work builds on Accenture and ChatGPT’s parent company OpenAI’s broader partnership (https://apo-opa.co/4pOOVlZ) to help organizations use AI in more practical, decision-driven ways, unlocking new opportunities for growth, stronger customer connections, and more efficient operations. Accenture is an OpenAI Elite Partner and was recently named OpenAI’s AI Transformation Partner of the Year

Distributed by APO Group on behalf of Radisson Hotel Group.

 

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