The COVID-19 pandemic has led to a surge in digital advertising spending among US B2B firms, according to research from eMarketer. Their analysis of desktop and mobile formats showed that B2B digital ad spend is up 22.6% this year, reaching $8.14 billion. Different industries have experienced varying changes in spend, with healthcare up 41.2% and travel down 44.5%.
eMarketer also found that B2Bs are increasingly utilizing desktop-focused formats, such as sponsored webinars, to reach their audiences. In 2021, growth is projected to slow to 10.9%, with total B2B digital ad spend estimated at $9.03 billion.
This data was taken from eMarketer's B2B digital advertising forecasts released in August 2020.
US B2B Digital Advertising Forecast for 2020-2021
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