South Africa, Oct. 21 -- LinkedIn is best known as a leader in business-to-business (B2B) 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.

LinkedIn accounts for a small part of Microsoft's overall revenue, says Celeste Huang, media insights analyst, Warc Media, and author of the report.

"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...