B2B marketers are increasing ad investments despite challenges with ad waste and targeting. In addition, the B2B buyer journey is evolving, requiring marketers to find new ways to connect with customers. To maximize ROI, B2B marketers should consider account-based marketing to improve targeting or leverage AI to optimize and personalize campaigns.
Retail media growth spurs demand for ad tech talent: Channel expansion and rising client expectations create need for jobs in performance marketing and ad buying.
LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.
Bridging the retail media measurement gap: Night Market’s AI-powered platform draws interest as brands seek clearer metrics.
B2B ecommerce site sales increased 10.5% YoY in 2024, reaching $2.297 trillion.
Home Depot expects sales to grow 2.8% this year: While the housing market is unlikely to thaw, the home improvement retailer sees signs that consumers will stop putting off projects.
LinkedIn improves B2B ad tracking: New updates help marketers integrate first-party data, track long-term impact, and optimize campaigns.
60% of US B2B marketers plan to boost spending on AI tools and on social media advertising in 2025, per November 2024 data from Madison Logic and The Harris Poll.
B2B marketers are turning to owned data to drive results. With the depreciation of third-party data and stricter privacy regulations, marketers are prioritizing first-party data as a reliable resource for secure and ethical practices.
AI-driven tools are helping brands swap cookie-cutter campaigns for ultra-targeted experiences, giving Adobe a fresh shot at dominating customer engagement
Investor excitement contrasts with customer hesitation, suggesting businesses must balance automation with user trust to maximize AI’s potential
B2B digital ad spend worldwide is expected to reach $48.15 billion by 2026, up from $38.67 this year, according to EMARKETER’s August 2024 forecast.
GenAI can help B2B marketers rapidly generate first drafts for all content types (e.g., blogs, white papers, social media posts).
AI and ad revenues lift Microsoft’s fiscal Q1: Company’s AI-powered ad platforms draw advertisers amid enterprise cloud gains.
Global B2B digital ad spending to reach $48 billion by 2026: Growth driven by digital adoption and emerging market expansion.
Every major industry will increase total ad spend in the next two years, with media and entertainment leading the pack. Programmatic and B2B ready for a digital shift, while mobile remains dominant with in-game advertising. Here are four takeaways from EMARKETER’s Industry Ad Spending Benchmarks: Q4 2024 and what they mean for the upcoming years.
Ghost eyes an opportunity helping brands move surplus goods: The private B2B marketplace aims to address market inefficiencies by connecting brands with buyers of surplus and goods online.
US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.