According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

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.

US B2B payments declined slightly faster than expected in 2020 at -7.1% as opposed to -4.9% for an actual sales value of $25.539 trillion in 2020. By year end 2021, those sales will grow by 7.8% for an overall sales value of $27.542 trillion.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Terminus’ Justin Keller, vice president, marketing. He shared how B2B marketers are modeling the B2C playbook for multichannel engagement.

ING is closing its PFM app Yolt to focus on B2B open banking platform YTS, a welcomed focus as other players bet on consolidation.

Crypto exchange Bitpanda—which recently opened a B2B arm—raised $263M, as investors continue to target players that provide infrastructure to third parties.

With Pay Later, SMBs can apply for short-term loans and pay them in equal installments—helping Veem carve out a piece of the BNPL market through B2B payments.

On today's episode, we discuss where B2B marketing is headed and what some of the biggest challenges will be along the way. We then talk about our brand new influencer marketing spending forecast, what to make of TikTok Stories, and Instagram testing ads within its Shops tab. Tune in to the discussion with eMarketer principal analyst Jillian Ryan and senior forecasting analyst at Insider Intelligence Eric Haggstrom.

LinkedIn had a very strong 2020, during which its total ad revenues grew 31.3%, driven by its Marketing Solutions as B2Bs focused on targeting audiences working from home.

When will mobile surpass nonmobile in B2B ad spend?

Display ads like banners and graphics, which have historically been less of a priority than search ads for B2B marketers, took up a greater share of US ad spending than ever before in 2020.

In 2020, US B2Bs overhauled their marketing and advertising as the coronavirus pandemic eliminated in-person channels. Digital ad spending, never a central part of B2B go-to market strategies, surged.

In 2020, B2B digital ad spending leaped from 4.9% of the US digital ad market to 5.7%, marking a sizable growth in share for the industry.

The service lets corporate clients send payment requests directly to the bank’s retail customers—helping it strengthen client relationships and opening the way for other transaction use cases, like B2B payments.

This report breaks down the essentials of B2B branding and provides best practices and case studies for B2B companies of any size, young and old, across sectors.