U.S. B2B Digital Advertising Spending Trends

5 Jan

As we have reported before, digital ad spending is on a roll. In the U.S. and worldwide. And this will continue well into the future. With this in mind, let’s examine overall digital ad spending trends. Then, we study U.S. B2B digital advertising spending trends . B2B digital spending is also growing.

U.S. Digital Advertising Trends: Overall Spending

According to eMarketer:

  • In the U.S., digital ad spending will rise from $71.60 billion in 2016 to $105.44 billion in 2019.
  • Amazon and Facebook dominate U.S. digital ad spending. In 2019, they will account for two-thirds of spending.
  • Digital ad spending tops traditional spending.


U.S. B2B Digital Advertising Spending Trends

B2B digital ad spending is dwarfed by B2C spending. But, it too is growing. We again turn to eMarketer for its U.S. B2B Digital Advertising Spending Trends:

“The B2B digital ad market is dwarfed by total digital ad spending (which is more than 20 times larger) and total media ad spending (more than 50 times larger). B2C firms still drive the clear majority of spend and will likely continue to do so. Yet, at many B2Bs, the media mix is evolving, with a stronger emphasis on digital buying and placement than in the past. This change is led mostly by big-spending, high-tech B2B companies.”

In the following chart, we see that B2B ad spending will rise from $2.13 billion in 2013 to $4.60 billion in 2018. That represents a 111 percent increase!

U.S. B2B Digital Advertising Spending Trends
For its B2B ad spending study, eMarketer also conducted an audio interview: “In the latest episode of ‘Behind the Numbers,’ eMarketer’s Jillian Ryan and Oscar Orozco break down eMarketer’s latest B2B digital ad spending figures. This episode is made possible by Criteo.” [To listen, please click the sound wave, NOT the play button.]


One Response to “U.S. B2B Digital Advertising Spending Trends”


  1. Useful Free TrendWatching Resources -- Staying Ahead of the Curve - February 28, 2018

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