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EMARKETER

B2B Digital Ad Spend Forecast 2025

Video and Display Lead Growth as Search Loses Share

Report by Kelsey Voss  |  Sep 30, 2025
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Table of Contents
Executive Summary
B2B ad spending is expanding, but growth is slowing
Recommendations
Sources
Media Gallery
About This Report
B2B digital ad spending is rising as marketers lean into formats that build visibility and engagement. Video and display are growing faster than search, reshaping strategies to reach decision-makers.
Topics
B2B Marketing
Digital Advertising
Digital Ad Spending
United States
Table of Contents
Executive Summary
B2B ad spending is expanding, but growth is slowing
Recommendations
Sources
Media Gallery

This forecast tracks US B2B digital ad spending through 2027, revealing that momentum is slowing. Video and display are gaining share as search loses it, redirecting budget across formats.

Key Question: How can B2B marketers make better, more informed decisions?

Key Stat: US B2B digital ad spending growth will slow from 14.6% YoY in 2024 to 11.1% in 2027, when spend will reach $25.72 billion.

B2B Digital Ad Spending Will Exceed $25 Billion in 2027 but Decelerate in Growth (billions in US B2B digital ad spending, % change, and % of total B2B ad spending, 2023-2027 (redacted))
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Table of Contents

  1. Executive Summary
  2. B2B ad spending is expanding, but growth is slowing
  1. Recommendations
  2. Sources
  1. Media Gallery

Charts in This Report

B2B Digital Ad Spending Will Exceed $25 Billion in 2027 but Decelerate in Growth (billions in US B2B digital ad spending, % change, and % of total B2B ad spending, 2023-2027 (redacted))B2B Ad Spending Will Grow Steadily Through 2027 (billions in US B2B ad spending, % change, and % of total media ad spending, 2023-2027)
B2B Digital Ad Spending Will Exceed $25 Billion in 2027 but Decelerate in Growth (billions in US B2B digital ad spending, % change, and % of total B2B ad spending, 2023-2027)Video's Share of B2B Digital Ad Spending Will Keep Climbing (billions in US B2B video ad spending and % of total B2B digital ad spending, 2023-2027)
Display Will Capture a Majority of B2B Digital Ad Spending for the First Time in 2026 (billions in US B2B display ad spending and % of total B2B digital ad spending, 2023-2027)Search's Share of B2B Digital Ad Spending Will Continue to Shrink (billions in US B2B search ad spending and % of total B2B digital ad spending, 2023-2027)
LinkedIn B2B Ad Revenues Will Surpass $5 Billion by 2025 (billions in US LinkedIn B2B ad revenues and % of total B2B digital ad spending, 2023-2027)The Financial Services Industry Will Keep Growing Its B2B Digital Ad Spend by Double Digits (billions in US financial services B2B digital ad spending and % change, 2023-2027)
Tech Will See Strong B2B Digital Ad Spending Growth Driven by AI and Cloud (billions in US tech products and services B2B digital ad spending and % change, 2023-2027)Telecom B2B Digital Ad Spend Will Top $2 Billion in 2026 (billions in US telecom B2B digital ad spending and % change, 2023-2027)
Retail B2B Digital Ad Spending Grows Despite Macro Pressures (billions in US retail B2B digital ad spending and % change, 2023-2027)Healthcare B2B Digital Ad Spend Will Grow as Digital Health and Diagnostics Expand (billions in US healthcare and pharma B2B digital ad spending and % change, 2023-2027)
"Other" Industries Like Auto Will Decelerate in B2B Digital Ad Spending Growth (billions in US "other" industries' B2B digital ad spending and % change, 2023-2027)

authors

Kelsey Voss

Contributors

Donte Gibson
Senior Charts Editor
Brian Lau
Senior Forecasting Analyst
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Paul Verna
VP, Content
Max Willens
Ali Young
Senior Copy Editor and Manager of Content Operations
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