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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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Blending Heritage and Innovation, China’s Shangcheng District Hums with Dynamic Vitality

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HANGZHOU, CHINA – Media OutReach Newswire – 23 June 2026 – On June 1, the Google Cross-border E-commerce Acceleration Center announced its upcoming settlement in Shangcheng District, Hangzhou City, east China’s Zhejiang Province. This marks that Shangcheng has taken the lead in building a world-class digital hub to support local enterprises in going global. It will also serve as a powerful engine for Hangzhou-based businesses to expand into global markets, according to the information office of Shangcheng District government.

Shangcheng District is a place where time-honored cultural heritage blends perfectly with the rhythms of the modern era. Here, the profound heritage of the Southern Song imperial city, robust momentum of cutting-edge scientific and technological innovation, and vibrant international consumption thrive side by side. History converges with the future, and culture complements technology and fashion, composing a harmonious melody that spans thousands of years.

Home to the ruins of the Southern Song imperial city, Shangcheng has been the core of Hangzhou since the Sui and Tang dynasties, carrying forward the elegant Song-style culture for over 800 years. In recent years, the local government has fully advanced the initiative to inherit and promote Song-style culture. It has built an open-air museum and launched a number of cultural tourism routes themed on Song aesthetics, advancing the coordinated development of historic district preservation and urban renewal.

Qinghefang Historical and Cultural Characteristic Block still retains the architectural layout of the Ming and Qing dynasties. The timeless herbal aroma of Hu Qing Yu Tang Chinese Pharmacy and the exquisite fan craftsmanship of Wang Xing Ji have been passed down through generations. Guided by the philosophy of living heritage, the millennia-old culture has become the deepest foundation for Shangcheng’s development.

Scientific and technological innovation acts as the core driving force for Shangcheng’s high-quality development. In 2025, the district launched the construction of a Central Innovation District (CID) to unleash new productive forces. Covering an area of 122 square kilometers, the entire district has evolved from a traditional commercial center into an innovation ecosystem powered mainly by artificial intelligence.

Shangcheng has set up a ten-billion-yuan industrial fund for artificial intelligence and embodied intelligence, providing financial support for cutting-edge tech enterprises from R&D to commercialization. The district is home to more than 50,000 college graduates under the age of 35, with a total talent pool of 420,000. Its index for the commercialization of scientific and technological achievements ranks among the top tier in Zhejiang Province.

Driven by this strategy, a host of innovation platforms have flourished. Renovated from old industrial workshops, Xizi Smart Industrial Park stands as a landmark in Shangcheng’s tech landscape. It now gathers over 30 humanoid robot enterprises, and the Zhejiang Humanoid Robot Training Base was officially inaugurated here in early 2026. At the base, humanoid robots have been put into use in factories and daily scenarios, with continuous breakthroughs made in core technologies such as motion control and environmental perception.

The integration of time-honored culture and advanced technology has also given rise to booming international consumption in Shangcheng. The district is speeding up the development of an international fashion and consumption hub and empowering consumption scenarios with digital technologies, steadily striving to become the leading district for digital and smart fashion consumption.

Adjacent to West Lake, Hubin Pedestrian Street attracts 40 million visits annually and houses over 1,200 renowned domestic and international brands. Digital and smart applications have been widely introduced here to create distinctive experiences, bringing technological fun to ordinary consumption.

As one of China’s most influential garment distribution hubs, Sijiqing Fashion Street is undergoing a full transformation into an international tourist and consumption destination. Digital design and flexible manufacturing have reshaped its traditional supply chains, while original designer brands and trendy cultural venues inject youthful vitality into the area. A new international landmark featuring strong commercial appeal and unique cultural charm is taking shape.

“Rooted in history and culture, driven by scientific and technological innovation, and connected via international consumption, Shangcheng demonstrates to the world how an eastern urban district strikes a balance between preservation and innovation, enabling millennia-old heritage to write a new chapter in the contemporary era,” said an official of the district government.
 

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Africa Tech Festival 2026 returns as Africa’s defining platform for digital transformation, investment and innovation

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Africa Tech Festival 2026 is structured around six interconnected pillars that reflect the technologies and priorities driving Africa’s digital economy: Telecoms & Connectivity; Data Centres; AI; Cybersecurity; Startups; and Digital Transformation

CAPE TOWN, South Africa, June 22, 2026/APO Group/ –Africa Tech Festival (https://AfricaTechFestival.com), the continent’s longest running and most influential technology gathering, will return to the Cape Town International Convention Centre from 16 to 19 November 2026, bringing together key stakeholders driving the next phase of Africa’s digital growth.

Now in its 29th edition, Africa Tech Festival, originally launched as AfricaCom, has evolved alongside the continent’s digital transformation, expanding its focus to encompass the full spectrum of technology, investment opportunities and policies that drive economic growth.

At a time when investment in connectivity, subsea cables, fibre networks, data centres and cloud infrastructure is reshaping Africa’s digital landscape, Africa Tech Festival serves as a catalyst for the conversations and partnerships driving that progress. South Africa’s Department of Communications and Digital Technologies is a Strategic Partner of the event, with Minister of Communications and Digital Technologies, Hon. Solly Malatsi, confirmed to deliver the opening address.

“Africa Tech Festival is a strategic platform shaping Africa’s digital future, bringing together leaders from across the continent in government and industry to drive collaboration, investment, and innovation. As host country, South Africa is proud to champion an event that not only strengthens partnerships, but advances a shared vision of an inclusive, connected and globally competitive African digital economy,” said Minister Malatsi.

Africa Tech Festival 2026 is structured around six interconnected pillars that reflect the technologies and priorities driving Africa’s digital economy: Telecoms & Connectivity; Data Centres; AI; Cybersecurity; Startups; and Digital Transformation.

Africa Tech Festival is the only forum where leaders from across the tech ecosystem – telecoms operators, hyperscalers and corporate end-users – can come together

Together, these pillars provide a framework for addressing some of the continent’s most pressing priorities, including digital infrastructure expansion, greater connectivity and digital inclusion, responsible AI adoption, stronger data sovereignty and digital trust, and the partnerships and investments needed to unlock Africa’s next wave of innovation and economic growth.

The event will feature dedicated content programmes, executive forums, exhibitions, networking opportunities and investment-focused discussions designed to connect decision-makers from across Africa and around the world.

“It is now clear that this is a defining moment for the ICT sector in Africa. AI adoption is transforming business processes, but it also raises questions around inclusion, data sovereignty and the capacity of digital infrastructure. Africa Tech Festival is the only forum where leaders from across the tech ecosystem – telecoms operators, hyperscalers and corporate end-users – can come together to find the answers,” said David Monaghan, VP, Africa Tech Festival.

As Africa’s digital economy continues to attract global investment and attention, Africa Tech Festival showcases the continent’s capabilities and leadership while connecting African stakeholders with international investors, technology companies and policymakers. Beyond the annual event, it continues to serve as a year-round forum for thought leadership, industry engagement and ecosystem development, helping shape the policies, investments and innovations that are accelerating Africa’s digital transformation.

Register to attend Africa Tech Festival 2026

General registration: https://apo-opa.co/3Sq6goC

For more information, as well as exhibitor and sponsor applications, visit https://AfricaTechFestival.com

Distributed by APO Group on behalf of Africa Tech Festival.

 

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HKSTP Forges An Asia–Europe Innovation Gateway at VivaTech 2026

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A stream of partnership propose heightened tech and business connections across continents
HONG KONG / PARIS, FRANCE – Media OutReach Newswire – 22 June 2026 – Hong Kong Science and Technology Parks Corporation (HKSTP) has successfully concluded its Paris delegation to Viva Technology (VivaTech) 2026, which celebrated its 10th anniversary as a global stage for ambitious startups from June 17 to 20. HKSTP reinforces its impactful role as Asia’s I&T ecosystem orchestrator, by confirming the signing of multiple memorandums of understanding (MOU) between Park companies and the European I&T community:

Microalgae expert Algreen, signed with ForNatures, a South Korean Climate Tech company that specialises in carbon capture management, in amplifying mutual research and development capabilities to take a step closer to ESG goals.
Robotics solutions provider Robocore, signed with ARCHTYP, a Slovenian cognitive software startup, enabling the display of a differentiating layer on a proven platform to reach market demands, while also closing deals with French advertising guru JCDecaux, to supply a thousand robots and extend its reach in the European market.
The appeal and use cases of LeafIoT’s green asset management has caught the eyes of European’s professionals in the preservation sector, including the French Agricultural Research Centre for International Development (CIRAD), the Catalonian landscaping and environmental restoration company Gremi de Jardineria de Catalunya, and notably, Professor Andrea Galli from the Laboratory of Geotechnical Analysis and Modelling (GeoT-LAM) at Politecnico di Milano, all taking solid steps in exploring new opportunities and breakthroughs and boosts in market reach.

An Asia-Europe innovation gateway forging forward at VivaTech 2026 with an influx of partnerships propose heightened tech and business connections across the world.

The annual showcase put a spotlight on enabling founders to connect with the local I&T community, explore market access, and forge global partnerships via pitching and matching sessions, networking mixers, and investor engagement. Compared with VivaTech 2025, this year’s delegation achieved even stronger momentum with over 50% growth in opportunities, totalling more than 200 potential business leads worth HK$70M in total.

HKSTP’s growing presence at VivaTech reflects its mission to open new doors for Hong Kong’s startups, build pathways into European markets and create reciprocal opportunities for European innovators to enter Asia through Hong Kong’s strategic location in the world’s No.1 innovation cluster – Guangdong-Hong Kong-Macao GBA (World Intellectual Property Organisation Innovation Index).

Terry Wong, CEO of HKSTP, said: “France and the EU represent critical opportunities for Hong Kong and Chinese Mainland I&T ventures to scale globally. VivaTech provides a world-class platform for collaboration, co-creation, and knowledge exchange. Our strong ties with French partners underline the importance of Hong Kong as a global launchpad for innovation, supporting startups on their journey from local success to international impact.”

Highlights this year include the expansion of HKSTP’s partnership with Bouygues Construction, a global leader in sustainable construction and infrastructure headquartered in France, and operates across more than 60 countries and is recognised for delivering major projects in transport, energy, real estate, and smart cities.

Through its Hong Kong arm, Dragages Hong Kong, Bouygues has maintained a 70-year legacy in Hong Kong, contributing to iconic infrastructure projects and championing innovation in areas such as construction safety, modular design, green materials, and site automation. HKSTP is the first and only institution in Hong Kong to bridge tech venture directly into the Bouygues Construction “Scale One: programme, providing a fast track to prototyping and commercialisation. This initiative sets a new benchmark for cross-border industrial innovation partnerships, accelerating global impact for Hong Kong startups through trusted collaborations with leading European enterprises.

Building on existing strong foundations, Bouygues Construction is now stepping up collaboration with HKSTP beyond Asia, offering selected Hong Kong startups the chance to showcase solutions at Bouygues’ headquarters in France, with opportunities for solution validation and pilot trials across European operations.

The Hong Kong Tech Pavilion, organised by the Hong Kong Trade Development Council (HKTDC) and supported by partners including HKSTP, showcased market-ready solutions spanning AI, green- and health tech from 24 tech ventures, and marked a major milestone in creating a direct bridge between Hong Kong and Europe’s heart of innovation and technology.

 

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