In our current financial markets, four businesses, such as ServiceNow, Salesforce, Block and NVIDIA, have a market cap larger than Nike, Coca-Cola, Adidas and GM combined, said LinkedIn CEO Ryan Roslansky in his keynote address on the main stage at the Cannes Lions on June 21.
Roslansky added that for the advertising industry, these new B2B categories and businesses like them will make a difference and that’s where the growth will come from. “Of the 10 most successful tech IPOs last year, all but one were pure B2B play. Many of these companies have no idea they even need you. You have to encourage them that you can change what they are trying to do, ”he said.
“These companies are growing fast, they spend money on advertising and they know they need to stand in an incredibly competitive market. So, there’s a huge opportunity for the industry to help them build their brands and make the right promises that people understand, ”Roslansky said.
Roslansky said that according to LinkedIn’s economic graph insights, the most desirable and highly valued talents in the entire global economy today are private B2B businesses. Most of them are founded by very good, brilliant tech people who don’t know the power of creativity or the power of storytelling, ”but on this list is very good, there may be a bunch of steam engines that need your help to tell the world they are about horsepower, ”Roslansky added.
The LinkedIn CEO even said he believes there is huge potential for growth for the advertising industry. “It will be driven by commitment and there are new categories of growth that need what only you can do. But it’s time for a moment of truth because getting this growth, it’s not going to be easy. Some of the biggest assumptions in today’s working methods in the ad industry, you need to adapt. Clients who will deliver the next generation of 10x growth will start in 2022. They will look very different to the cool brands you work with today, ”he said.