US B2B Digital Ad Spending Forecast 2024

Strong Growth With a Shift Toward Digital Platforms

Report by Kelsey Voss  | Oct 3, 2024
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Executive Summary
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Table of Contents
Executive Summary
How is the B2B digital advertising landscape changing?
EMARKETER Interviews
Sources
Media Gallery
About This Report
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.
Topics
B2B Marketing
Digital Advertising
Digital Ad Spending
US
Table of Contents
Executive Summary
How is the B2B digital advertising landscape changing?
EMARKETER Interviews
Sources
Media Gallery

US B2B digital ad spending is expected to bounce back in 2024, driven by trends in buyer behavior, programmatic advertising, and the benefits of AI. Display, mobile, and video advertising will see strong YoY growth. LinkedIn and Meta will dominate social ad spending, while the retail industry will see growth primarily due to Amazon Business.

Key Question: What factors are affecting growth trends in US B2B digital advertising in 2024?

US B2B Digital Ad Spending, 2022-2026 (billions, % change, and % of total B2B ad spending)
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Key Stat: After a year of slower growth, B2B digital ad spending will increase, reaching 14.9% YoY in 2024.

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    Table of Contents

    1. Executive Summary
    2. How is the B2B digital advertising landscape changing?
    1. EMARKETER Interviews
    2. Sources
    1. Media Gallery

    Charts in This Report

    US B2B Digital Ad Spending, 2022-2026 (billions, % change, and % of total B2B ad spending)US B2B Display Ad Spending, 2022-2026 (billions and % of B2B digital ad spending)
    US B2B Mobile Ad Spending, 2022-2026 (billions and % of B2B digital ad spending)US B2B Social Ad Spending, 2022-2026 (billions, % change, and % of B2B digital ad spending)
    US LinkedIn B2B Ad Revenues, 2022-2026 (billions and % of B2B digital ad spending)US B2B Video Ad Spending, 2022-2026 (billions and % change)
    US B2B Telecom Digital Ad Spending, 2022-2026 (billions and % change)US B2B Financial Services Digital Ad Spending, 2022-2026 (billions and % change)
    US B2B Healthcare and Pharma Digital Ad Spending, 2022-2026 (billions and % change)US B2B Tech Products and Services Digital Ad Spending, 2022-2026 (billions and % change)
    US B2B Digital Ad Spending of Other Industries, 2022-2026 (billions and % change)US Amazon B2B Ad Revenues, 2022-2026 (billions and % change)

    Interviewed for This Report

    Kevin Arsham
    The 614 Group
    Executive Media Advisor
    Interviewed June 18, 2024
    Chris DeMartine
    Programmatic B2B
    Chief Commercial Officer
    Interviewed July 17, 2024
    Ted Sfikas
    Amplitude
    Field CTO
    Interviewed July 24, 2024

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    authors

    Kelsey Voss

    Contributors

    Kyndall Krist
    Senior Copy Editor
    Brian Lau
    Forecasting Analyst
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Max Willens
    Yoram Wurmser
    Principal Analyst