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.
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.