Newsletter sign-up
Does my company subscribe?
Contact Sales:1-800-405-0844
EMARKETER
Log in
Become a ClientGet a DemoPricing
ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

TikTok advertisers are rapidly shifting to automated campaigns

Article |
 Jan 21, 2026

The big answers: EMARKETER Daily quiz

Article |
 Jan 20, 2026

Most marketers are giving themselves 3-6 months to master GEO

Article |
 Jan 20, 2026

How retailers will make the most of value in 2026

Article |
 Jan 20, 2026

Gap hires Chief Entertainment Officer, signaling a shift in fashion marketing

Article |
 Jan 20, 2026

Retail media’s growth problem isn’t strategy, it’s execution

Article |
 Jan 20, 2026

FAQ on social commerce: How creators and platforms power shopping in 2026

Article |
 Jan 20, 2026

TCL boosts premium CTV ad opportunity with Sony Bravia joint venture

Article |
 Jan 20, 2026

Meta’s Oversight Board probes fairness in account shutdowns

Article |
 Jan 20, 2026

Affirm will support installment loans for rent payments

Article |
 Jan 20, 2026
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

B2B Digital Ad Spend Forecast 2023

Slow Growth Overall With Shifts Toward Social

Report by Kelsey Voss  |  Aug 30, 2023
Download
Report
Deck
B2B Digital Ad Spend Forecast 2023
Share
Table of Contents
Executive Summary
B2B digital ad spend growth will slow while social, display, and mobile gain ground.
How is the B2B digital advertising landscape changing?
Social and video draw dollars—and attention.
B2B buyers favor display ads viewed on mobile.
Key B2B industries will see slower growth.
How to optimize B2B advertising strategies
Insider Intelligence Interviews
Media Gallery
About This Report
B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.
Topics
B2B Marketing
Digital Advertising
Digital Ad Spending
United States
Table of Contents
Executive Summary
B2B digital ad spend growth will slow while social, display, and mobile gain ground.
How is the B2B digital advertising landscape changing?
Social and video draw dollars—and attention.
B2B buyers favor display ads viewed on mobile.
Key B2B industries will see slower growth.
How to optimize B2B advertising strategies
Insider Intelligence Interviews
Media Gallery

The US B2B digital ad spend market is undergoing a transformation led by digitally savvy younger generations. Spending has shifted due to the popularity of social media, the changing B2B search ad landscape, and the importance of mobile.

Key Question: What factors are affecting growth trends in US B2B digital advertising in 2023?

KEY STAT: After a period of rapid growth during the pandemic, B2B digital ad spending growth will slow considerably to just 8.1% YoY in 2023.

authors

Kelsey Voss

Contributors

Brian Lau
Forecasting Analyst
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
EMARKETER

Geographies

EMARKETER

Media Services

Free Content

Contact Us →

Worldwide HQ

One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

Sales Inquiries

1-800-405-0844sales@emarketer.com

* Copyright © 2026 
EMARKETER Inc. All Rights Reserved.