B2B Digital Ad Spend Forecast 2023

Slow Growth Overall With Shifts Toward Social

Report by Kelsey Voss  | UPDATED: Dec 22, 2023
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B2B Digital Ad Spend Forecast 2023
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Table of Contents
Executive Summary
B2B digital ad spend growth will slow while social, display, and mobile gain ground.
How is the B2B digital advertising landscape changing?
Social and video draw dollars—and attention.
B2B buyers favor display ads viewed on mobile.
Key B2B industries will see slower growth.
How to optimize B2B advertising strategies
Insider Intelligence Interviews
Media Gallery
About This Report
B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.
Topics
B2B Marketing
Digital Advertising
Digital Ad Spending
United States
Table of Contents
Executive Summary
B2B digital ad spend growth will slow while social, display, and mobile gain ground.
How is the B2B digital advertising landscape changing?
Social and video draw dollars—and attention.
B2B buyers favor display ads viewed on mobile.
Key B2B industries will see slower growth.
How to optimize B2B advertising strategies
Insider Intelligence Interviews
Media Gallery

The US B2B digital ad spend market is undergoing a transformation led by digitally savvy younger generations. Spending has shifted due to the popularity of social media, the changing B2B search ad landscape, and the importance of mobile.

Key Question: What factors are affecting growth trends in US B2B digital advertising in 2023?

KEY STAT: After a period of rapid growth during the pandemic, B2B digital ad spending growth will slow considerably to just 8.1% YoY in 2023.

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6expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. B2B digital ad spend growth will slow while social, display, and mobile gain ground.
    3. How is the B2B digital advertising landscape changing?
    1. Social and video draw dollars—and attention.
    2. B2B buyers favor display ads viewed on mobile.
    3. Key B2B industries will see slower growth.
    1. How to optimize B2B advertising strategies
    2. Insider Intelligence Interviews
    3. Media Gallery

    Charts in This Report

    US B2B Ad Spending, 2021-2025 (billions and % of total media ad spending)
    US LinkedIn B2B Display Ad Revenues, 2021-2025 (billions and % of B2B digital ad spending)US Meta B2B Ad Revenues, 2021-2025 (billions and % of B2B digital ad spending)
    US B2B Video Ad Spending, 2021-2025 (billions and % of B2B digital ad spending)US B2B Display Ad Spending, 2021-2025 (billions and % of B2B digital ad spending)
    US B2B Mobile Ad Spending, 2021-2025 (billions, % change, and % of B2B digital ad spending)US B2B Digital Tech Products and Services Industry Ad Spending, 2021-2025 (billions and % change)
    US B2B Digital Financial Services Industry Ad Spending, 2021-2025 (billions and % change)US B2B Digital Healthcare and Pharma Industry Ad Spending, 2021-2025 (billions and % change)
    US B2B Digital Telecom Industry Ad Spending, 2021-2025 (billions and % change)US B2B Digital Other Industry Ad Spending, 2021-2025 (billions and % change)
    US B2B Digital Ad Spending, 2021-2025 (billions, % change, and % of total B2B ad spending)US B2B Digital Ad Spending, 2021-2025 (billions and % of digital ad spending)

    Interviewed for This Report

    Kevin Arsham
    MediaCom
    Partner, Group Account Director, B2B/B2C Specialist
    Interviewed May 3, 2023
    Greg Bell
    6sense
    Vice President, Strategic Marketing
    Interviewed June 1, 2023
    Chris DeMartine
    Programmatic B2B
    Managing Director
    Interviewed April 28, 2023
    Greg Dolan
    Keen Decision Systems
    Co-founder and CEO
    Interviewed April 12, 2023
    Gareth Noonan
    Demandbase
    General Manager, Advertising
    Interviewed May 5, 2023
    Penry Price
    LinkedIn
    Vice President, Marketing Solutions
    Interviewed May 18, 2023

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    First Published on Aug 30, 2023

    authors

    Kelsey Voss

    Contributors

    Brian Lau
    Forecasting Analyst
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media