US B2B digital ad spending in 2020 will grow 22.6% year over year amid the coronavirus pandemic. This report breaks down the market factors and B2B-specific considerations that are driving this increase.

The healthcare and pharma industry is one of the only US industries to significantly increase its digital ad spend this year.

On today's episode, we discuss what has stood out the most about Twitter's Q1. We then talk about Twitter's Scroll acquisition, what to make of its "Professional Profiles" test, and whether tipping via social media might catch on. Tune in to the discussion with eMarketer senior analyst Jasmine Enberg and forecasting analyst at Insider Intelligence Nazmul Islam.

On today's episode, we discuss how LinkedIn is evolving, how successful its creator initiative can be, whether its upcoming social audio platform can compete with Clubhouse, and how user growth and ad revenues are performing. We then talk about whether we can expect nearly all events this year to be virtual, making B2B events more appealing, and how robots can make our lives easier in the office. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Jillian Ryan.

B2B digital ad spending is bucking the general trend this year and actually accelerating its growth. Jillian Ryan, eMarketer principal analyst at Insider Intelligence, joins fellow principal analyst Nicole Perrin to discuss why that is, and what the future holds for in-person events.

And B2B marketers may be warming to the idea of stories. According to a May 2019 study by the Incite Group, a business intelligence company, 18.8% of B2B marketers considered ephemeral content such as Instagram or Facebook Stories to be critical marketing formats. TikTok.

Though the B2B digital ad market represents a small slice of total US digital ad spending in 2020, it is thriving as the coronavirus pandemic continues to plague parts of the world and hinder the economy.

We expect US B2B digital ad spending by the healthcare vertical will grow 41.2% in 2020, reaching $848.1 million. That is the highest growth rate out of all the sectors for which we track B2B digital ad spending: healthcare, tech products and services, financial services, telecom, and travel.

But it should be noted that the respondent base in this survey was all marketers, not just those in B2B—which likely indicates that even though there are B2C strategies happening on LinkedIn, B2B executions are more typical.

Digital ad spend by telecom and by computing products and consumer electronics companies will outperform industry averages in 2020. In a difficult year for digital ad spending, they will be two of only three industries to maintain double-digit growth.

Amid disinformation campaigns over the coronavirus pandemic and the upcoming presidential election, most US buy-side decision-makers are concerned about their ads potentially running up against controversial content on social media.

This report features eMarketer’s December 2018 update to our B2B US digital ad spending forecast. It also explores the trends that are driving (and preventing) increased spend in 2019 and beyond.

In the latest episode of "Behind the Numbers," eMarketer's Jillian Ryan and Oscar Orozco break down estimates for B2B digital ad spending, and some of the market's key drivers.