LinkedIn is used principally as a B2B advertising tool. It has the capacity to highly tailor filters to find target customers, using such criteria as age, gender, geographic location and job title. Such high granularity in tailoring results in excellent costs per click.
Due to this functionality, LinkedIn is also a very powerful way to improve brand exposure, as the audience is highly likely to have an interest in what they are being shown. Having said this, pod would recommend that LinkedIn campaigns are run alongside other advertising strategies to add depth and substance to the brand and its message, as well as attracting a broader audience.