Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

B2B marketers are embracing genAI-powered tools to enhance the effectiveness of their marketing initiatives. Marketing teams can use this technology in six valuable ways to drive better outcomes.

AI and ad revenues lift Microsoft’s fiscal Q1: Company’s AI-powered ad platforms draw advertisers amid enterprise cloud gains.

Gen Z is looking for “besties,” said speakers at ZCON, a conference featuring Gen Z speakers, creators, marketers, and business leaders. Speakers and attendees emphasized connections, personal branding on social media, platforms for networking, and more. Here are four takeaways from the event.

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.

LinkedIn expands AI-powered Accelerate tool globally: The platform introduces new ad formats and event features, enhancing its B2B marketing capabilities.

Havas Lynx’s global healthcare influencer offering reflects channel shift: Marketers increasingly devote resources to digital channels that physicians are engaging with, like social media.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

B2B ad spending sees a strong rebound: LinkedIn leads, with finance and retail sectors boosting growth.

Its silent data collection for AI training stirs concerns over how platforms prioritize corporate gain over user rights.

Study finds B2B ads lacking in creativity: Emotional appeal and humor boost effectiveness, with creative ads leading to greater brand loyalty.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

LinkedIn AI campaign tool is ready for market: The social platform will roll out Accelerate to all advertisers in the fall, capitalizing on AI ad demand.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

The C2PA is a collection of representatives from companies including OpenAI, Google, Publicis, Microsoft, and Adobe with a goal to “make the world safe for generative AI,” according to Adam Buhler, steering committee member for the C2PA and executive vice president and head of creative technology at Publicis.