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EMARKETER

US B2B Digital Ad Spending Forecast 2022

A Permanent Shift to Digital With Continued but Slower Growth

Report by Kelsey Voss  |  Sep 19, 2022
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Report
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Table of Contents
Executive Summary
Key Points
How Much Will Be Spent on US B2B Digital Advertising?
B2B Ad Spending by Industry
What Trends Are Affecting This Forecast?
What Does This Forecast Mean for B2B Advertisers and Marketers?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
In 2022, digital ad spending will grow across all B2B industries. Despite the pandemic and ongoing economic uncertainty, B2B marketers will devote an increasing share of their budgets to digital through 2024.
Topics
Digital Ad Spending
US
Table of Contents
Executive Summary
Key Points
How Much Will Be Spent on US B2B Digital Advertising?
B2B Ad Spending by Industry
What Trends Are Affecting This Forecast?
What Does This Forecast Mean for B2B Advertisers and Marketers?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

B2B digital ad spending continues to grow in 2022, albeit at a slower pace than in previous years. This year sees a return to more stable growth after marketers rushed to increase digital ad budgets during the early phase of the pandemic.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What are the growth trends in US B2B digital advertising in 2022?
  2. What influences and trends shaped our growth estimates?
  3. How can advertisers and marketers use this forecast to make informed decisions?

WHAT’S IN THIS REPORT? Our forecast for US B2B digital ad spending, a breakdown of growth in top B2B industries, key trends driving growth, changes that could affect current projections, and guidance for advertisers and marketers investing in digital advertising.

US B2B Digital Ad Spending, 2020-2024 (billions, % change, and % of total B2B ad spending)
E-Mail ChartDownload

KEY STAT: B2B digital ad spending is projected to reach $18.47 billion by 2024, accounting for nearly 50% of total B2B ad spending that year.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

17charts

Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. How Much Will Be Spent on US B2B Digital Advertising?
    4. B2B Ad Spending by Industry
    1. What Trends Are Affecting This Forecast?
    2. What Does This Forecast Mean for B2B Advertisers and Marketers?
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    US B2B Digital Ad Spending, 2020-2024 (billions, % change, and % of total B2B ad spending)How Has the Forecast for US B2B Digital Ad Spending Changed? (billions, 2019-2024)
    US B2B Traditional Media Ad Spending, 2020-2024 (billions and % of total B2B ad spending)US B2B Traditional* vs. Digital** Ad Spending, 2019-2024 (% of total B2B ad spending)
    US B2B Ad Spending, 2020-2024 (billions and % of total media ad spending)US B2B Digital Ad Spending, 2020-2024 (billions and % of digital ad spending)
    US LinkedIn B2B Display Ad Revenues, 2020-2024 (billions and % of B2B digital ad spending)US B2B Mobile Ad Spending, 2020-2024 (billions, % change, and % of B2B digital ad spending)
    US B2B Digital Ad Spending, by Industry, 2022 (% of total)US B2B Digital Tech Products and Services Industry Ad Spending, 2020-2024 (billions and % of change)
    US B2B Digital Financial Services Industry Ad Spending, 2020-2024 (billions and % of change)US B2B Digital Telecom Industry Ad Spending, 2020-2024 (billions and % of change)
    US B2B Digital Healthcare and Pharma Industry Ad Spending, 2020-2024 (billions and % of change)US B2B Digital Other Industry Ad Spending, 2020-2024 (billions and % of change)
    How the Role of Marketing Has Changed According to US CMOs, June 2020-Feb 2022 (% of respondents)Which Marketing Tactics Will B2B Marketers Worldwide Add in 2022? (% of respondents, Jan 2022)
    Investments Made by US CMOs to Improve the Performance of Their Company's Digital Marketing Activities, Feb 2022 (% of respondents)

    Interviewed for This Report

    Kevin Arsham
    MediaCom
    Partner and Group Director and B2B Media Specialist
    Interviewed May 23, 2022
    Kevin Lord Barry
    Right Percent
    Co-Founder and B2B Growth Leader
    Interviewed May 19, 2022
    Chris DeMartine
    Programmatic B2B
    Group Account Director
    Interviewed May 27, 2022

    authors

    Kelsey Voss

    Contributors

    Dave Frankland
    Principal Analyst, Marketing
    Wendy Louie-Lam
    Senior Forecasting Analyst
    Oscar Orozco
    Director, Forecasting
    Melissa Rosenberg
    Senior Researcher
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