The forecast: LinkedIn had a very strong 2020, during which its total ad revenues grew 31.3%, driven by its Marketing Solutions as B2Bs focused on targeting audiences working from home. In the coming years, the professional networking site will continue to see US display ad spending increase from $1.29 billion in 2020, holding onto a little over a third of US B2B digital display ad revenue.
As reported by eMarketer principal analyst at Insider Intelligence Jillian Ryan in our recent report “US B2B Advertising Forecast 2021”:
- LinkedIn makes up the largest share of US B2B display ad spending in 2021 with 32.2% of the $5.09 billion.
- These sales are driven by ad types made available through LinkedIn Marketing Solution’s self-service dashboard, Campaign Manager, including Sponsored Content, InMail, Lead Generation, and more.
- LinkedIn is outperforming other strong social media competitors such as Facebook and Twitter in US B2B ad sales.
Looking ahead: LinkedIn will cross the $2 billion threshold for B2B display ad revenue in 2023, though their share will fall slightly as B2B advertisers continue to diversify digital ad spending.