The eMarketer definition for B2B display includes banner, rich media, custom content sponsorships, videos, webinars, all social media advertising, including LinkedIn and Facebook, connected TV (CTV), and audio. US B2Bs will spend $5.09 billion on display advertising in 2021, up 32.6% from 2020 when $3.84 billion was allocated to this format, according to our first-ever estimate for this breakout.

In addition to creator shops on Instagram, the company also added new tools to streamline branded content creation on IGTV, Instagram Live, Reels, and Stories and an affiliate tool for creators.

Amplifying influencer content via paid media accelerated during the pandemic, particularly in the early days as studio closures and budgetary constraints curtailed ad content creation. Since then, marketers have continued to rely on the tactic as it proved to be a quick, easy-to-produce, and inexpensive alternative to brands’ own creative.

For example, Tmall supports brands in content creation, product research and development, and shipping and logistics—all backed by data in its robust ecosystem. The number of brands that participated in Tmall’s 618 activities this year was more than double what it was last year. Brands also embraced super app WeChat and all that its universe of features—particularly its miniprograms—had to offer.

A partnership with MLB that started with full streams of 10 out-of-market games per season evolved into a custom content deal. It included streams of classic games during the period in 2020 when the MLB season was on pause because of the pandemic. The agreement also encompasses special events like the Home Run Derby and other custom content.

Since 2019, Spotify has acquired podcast publishers, ad tech services, and content creation platforms such as Gimlet Media, Anchor, Parcast, Megaphone, and The Ringer, while also striking exclusive podcast deals with celebrities such as Joe Rogan, Kim Kardashian, former President Barack Obama, and Michelle Obama. Another company to keep an eye is Amazon, which has also been investing in podcasting.

eMarketer is pleased to moderate a Tech-Talk Webinar presentation featuring Steven Lin, senior manager of digital marketing at NRG, and Aditya Ghule, senior product marketing manager at Adobe Experience Manager. They will discuss many of these obstacles, such as lack of content-author friendly tools to speed content creation and updates, as well as inability to easily execute content personalization and optimization.

Creators can also request approval in settings, instead of during content creation, and brands can approve or deny those requests while viewing the content or in settings. In the April Instagram Live discussion, Facebook CEO Mark Zuckerberg also said that Instagram would launch a marketplace to help connect brands with creators for partnerships.

As internet users in China become highly fluent in short-form content creation, "vlogging"—which has not been as popular in the country like it is in the US—seems like a logical next step. And indeed, new research shows that vlogs (video blogs) are on the rise in China. Video platforms like the Tencent- and Alibaba-backed Bilibili are now capitalizing on this type of creator-driven content.

Meanwhile, 27% cited content creation challenges, and 22% said they thought it was an ineffective channel. Of those who were turning to virtual events, August 2020 research from Integrate found that 58% of marketers from the US and the UK said they needed to think about their event strategy in a new way to ensure it was successful and meeting their organization’s goals.

“We built an in-house content studio in 2020 so that our marketing organization could own content creation and have less handoffs. This is helping us create content that isn’t watered down. As part of that, we have seen a 30% increase in engagement with our content year over year.”.

No. 3: Ad Content Creation Has Been Curtailed. Repurposing influencer creative for paid and organic (unpaid) brand marketing has been a growing trend in the industry in recent years years, but the pandemic has put new emphasis on the tactic.

Crafting scalable custom content is also critical because there is no point in creating specific account audiences if the message isn’t tailored. B2Bs then need to map the ABM journeys for each segment. This includes which pieces of content will be shown, when and through what touchpoints.

Search, social and custom content and virtual event sponsorships are also driving spend. The top five sectors driving B2B digital advertising are healthcare, tech products and services, financial services, telecom and travel. All are seeing an increase this year, except for the travel sector, which is down nearly 45%.

Content creation agency Contend works with Microsoft to create videos that highlight customer success. For example, one asset is focused on Microsoft customer Trek Bicycles. “The main theme of the video is the company’s artisan approach to bike-making,” said Steven Amato, founder and president of the agency.

This also means that the most popular tools marketers plan to use for content marketing this year are those that deal with data and metrics, as opposed to those that deal with content creation itself: 88% said they planned to leverage web analytics tools, and 82% said they would use SEO tools, according to SEMRush. Read more:. The future of corporate events is hybrid.