Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

US B2B tech ad spending increased by 50% in 2020

The forecast: B2B tech products and services, the largest sector of B2B advertising, saw a massive boost in the US as the pandemic increased demand across the tech industry. After achieving 50.3% growth in 2020 over 2019, growth will slow, but ad spending in this sector will still reach nearly $3.5 billion by year end 2021.

Dive Deeper:

  • Tech products and services is the largest B2B advertising vertical with an over 30% share of US B2B digital ad spend.
  • The sector drove a massive segment of LinkedIn's 40.2% display ad revenue growth in 2020, which is especially notable because LinkedIn is the single biggest player in B2B digital display advertising.
  • Following tech, healthcare was the second fasted growing B2B vertical in 2020 with ad spend growing by 45.8%. This, too, was a result of pandemic-driven demands, such as healthcare technology in hospitals and for remote meeting and messaging with practitioners.

Looking ahead: Tech products and services B2B ad spend will continue to grow, though not at the same mammoth rates we saw in 2020. By 2023 growth will slow to 15.9% over the previous year and hit $4.74 billion. Healthcare B2B ad spend growth will slow as well and hit $1.35 billion in 2023.