Data Drop: 5 Charts on Worldwide B2B Digital Ad Spending

Fast Growth in Emerging Markets and a Major Role in Western Europe, but Still Mainly a US Story

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About This Report
Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.

In 2024, we debuted our first forecast for B2B digital ad spending worldwide and in a dozen international markets. The findings show that while B2B digital ad spending is heavily slanted toward the US, growth will be strong across a wide swath of the world.

Worldwide B2B digital ad spending will surpass $38 billion this year

By 2026, worldwide B2B digital ad spending will be nearly triple its pre-pandemic 2019 level of $16.40 billion. The category’s booming growth in recent years has eased, but it will continue to outpace the overall digital market this year and next year. The acceleration to 13.1% growth in 2024 owes largely to improved business conditions in the US and Western Europe.

Click here to view our full forecast for B2B digital ad spending worldwide.

authors

Ethan Cramer-Flood

Contributors

Oscar Bruce Jr.
Director, Forecasting
Diego Dell’Orco
Vladimir de Leon
Chart Editor
Penelope Lin
Director, Data Visualization
Wendy Louie-Lam
Senior Forecasting Analyst
Naomi Rebuelta
Copy Editor
Julia Woolever