Ad Spend & Platform Trends

1. B2B Ad Spending Will Plateau

B2B digital ad spend growth is flattening after a pandemic boom Before the pandemic, the pre-pandemic average spending was 23 8% from 2017 – 2019 2020 – 2021 saw a historic jump in spending However, eMarketer predicts that post-pandemic B2B spending will decrease to an average of 10 6% from 2024 to 2025, following a downward trend that started in 2022

To navigate this trend, marketers may have to modify their advertising strategies to reach younger B2B buyers who prefer captivating imagery on social media platforms and use their mobile phones more than other generations

You can boost your ad campaigns through newer AI that creates customized ad copy tailored to specific audiences This personalized approach enabled by generative AI could considerably increase ROAS and productivity

2. You’ll Find B2B Buyers on LinkedIn and Meta

Social platforms are prime real estate for B2B digital advertising budgets Per eMarketer, LinkedIn and Meta stand above the rest, commanding more than 37% of total B2B digital ad expenditures this year These two giants dominated the B2B digital advertising landscape in 2023

10.6%

The predicted average growth rate for B2B digital ad spending from 2024 – 2025

Source: eMarketer

So, when planning out your marketing strategies for 2024, consider investing more of your ad spend on LinkedIn and Meta as key members of buying committees are consistently made up of more millennials (and even Gen Z)

3. Display and Video Ads Will Be the Most Successful

Display advertising is forecasted to surpass search in the share of B2B digital ad spend by 2024, fueled in part by rapid growth in video ads YouTube alone will make up 15% of B2B video ad budgets this year

LinkedIn has also emerged as a display powerhouse, securing at least 40% of B2B display dollars since 2021 This shift towards display underlines how B2B buyers increasingly expect engaging, self-service digital experiences akin to B2C