Martech Spend and Measurement Trends

4. B2B Martech Spending Will Increase Slightly

After significantly slower growth years in 2022 and 2023 (15 9% and 12%, respectively), the U S spend on martech is forecasted to bounce back a little in the next two years, reaching 12 7% ($27 06 billion) in 2024 and 15 6% ($31 29 billion) in 2025

As a result, expect more ad dollars from your competition and use this knowledge when budgeting your 2024 ad spend

≥40%

LinkedIn has captured this amount of B2B display ad spending since 2021

Source: eMarketer

$27.06B

The U S spend on martech will reach this in 2024

Source: eMarketer

If, as an agency, you also have customers who market to B2C audiences, anticipate investing more for your B2C clients than your B2B clients There is roughly 2X more spend in the B2C martech space when compared to B2B martech More spending happens at a B2C level since the space is constantly evolving as more brands invest in retail media networks, demand-side platforms (DSPs) and other technology

5. B2B Marketers Will Favor SEM and Social Media

In 2023, an estimated 59% of marketers used SEM and social media in their marketing efforts the highest-used B2B marketing tactics Nearly half of all B2B marketers used email marketing (48%), content marketing (47%) and website optimization as tactics (46%), but only 39% indicated that they use influencer marketing We can expect this trend to continue in 2024

6. B2B Advertising Tech Will Transform in 2024

The B2B advertising landscape continues to change rapidly As third-party identifiers like cookies are phased out for privacy reasons, identity solutions that protect consumer data are taking their place At the same time, traditional advertising channels are going digital while new, emerging channels continue to evolve

Measurement strategies must evolve alongside it, especially with third-party cookies being phased out by 2H 2024 Advertisers need to evaluate their current martech capabilities and how they align with marketing objectives This will ease the transition and prevent churn

The right measurement solutions depend on the medium and campaign goals For any channel, from digital out-of-home advertising (DOOH) to social to podcasts, marketers must start adapting their analytics now before the cookieless future arrives Assessing your stack and needs will enable better alignment and mitigate disruption

59% of B2B marketers used SEM and social media as top marketing tactics in 2023

Source: eMarketer

7. Display Ads Will Offer Mixed Measurement Capabilities

Digital display advertising currently straddles the past and future Mobile marketers have adapted to Apple’s privacy updates and stand poised for the next disruption However, cookieless measurement systems for web campaigns still require refinement before widespread adoption Display advertising occupies an ambiguous ground between legacy and emerging practices

8. Retail Media Networks Are Still Figuring Out the Whole Measurement Thing

Retail media networks (RMNs) aren’t just limited to B2C companies Some of the country’s largest RMNs are tapping into the B2B space For example, eMarketer reported in July 2023 that Walmart sought out B2B ecommerce as another revenue source As a result, B2C brands now have opportunities to advertise on B2B ecommerce marketplaces

But as B2B companies explore partnerships with RMNs and vice versa, there’s one thing to keep in mind in 2024: RMNs are still refining their measurement capabilities The industry lacks measurement standardization, which is anticipated to still be an issue as we move into 2024

In short, the rapid expansion of retail media has been and will continue to be hampered by fragmentation and inconsistencies in measurement Advertising agencies and trade groups are responding to marketers’ demands for greater standardization, which will permit cross-channel optimization Efforts to align practices could enable a fuller realization of its RMNs’ potential

9. OOH Advertising Will Concentrate on Measuring Outcomes

Out-of-home (OOH) advertising has progressed to outcome-based measurement, going beyond traditional outputs However, not all marketers have caught up to these advanced capabilities

The next major challenge will be integrating OOH data with other digital channels to enable holistic multi-platform analytics While OOH can now track real-world impact, full realization relies on marketers updating approaches and achieving compatibility

10. Data Clean Rooms Could Help Solve Many Measurement Challenges

Achieving a comprehensive, omnichannel view of marketing outcomes requires privacysafe data sharing across channels Data clean rooms are emerging as the most indemand solution for enabling secure, compliant data collaboration

As marketers seek holistic attribution, data clean rooms provide the connectivity to piece together the full picture while maintaining consumer privacy

You can use data clean rooms to query event-level media data and combine it with your customer first-party data to answer key business questions such as how media is impacting brand awareness or conversions

For more information about data clean rooms, head to our data resource hub