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B2B Marketers Increasing Use Of Digital -- Approaching $15B By 2023, Says eMarketer https://ift.tt/2UIIQxv eMarketer released its U.S. B2B Advertising Forecast report on Monday that estimates that nearly half of the $30.6 billion spent on B2B advertising will be digital in 2023. Digital will account for $14.57 billion in 2023 -- up from $12.65 billion in 2022 and $10.84 billion in 2021. For the first time, more than half of B2B marketers’ digital spend will focus on phones and tablets versus non-mobile devices such as laptops and desktop computers. Not surprisingly, mobile continues to take ad spend -- rising from 40.5% in 2020 to 44.5% in 2021, 47.7% in 2022, and 51% in 2023. During that time, every non-mobile area continues to decline, from 59% in 2019 to 49% in 2023. B2B advertisers tend to use display advertising more than search. This trend will catapult display past search in two years. Search ad spend is forecast to reach $6.85 billion in 2023, up from $6.12 billion in 2022, and $5.36 billion in 2021, but it will lag behind display. advertisement advertisement Display advertising spend is forecast to reach $7.29 billion in 2023, up from $6.12 billion in 2022, and $5.09 billion in 2021. Madison Logic, a digital account-based marketing platform, concurs with eMarketer’s projections. The company reported heightened interest from B2B marketers across North America, EMEA and APAC based earlier this year. Not all market segments will see a rise in the percentage of B2B digital ad spend, according to eMarketer data. Tech products and services, and the Other category are clear winners when it comes to the percentage of digital ad spend. eMarketer estimates tech products and services will take 32.1% of the total B2B digital ad spend in 2021, up from 29.6% in 2020. The Other category in 2021 will rise to 21.5% from 15.1%. Financial services will fall to 25.1% in 2021 from 27% in 2020. Telecom also will see a decline to 10.1%, down from 14.2%; and healthcare and Pharma will drop to 9.6% from 10.4%, respectively. Travel will fall to 1.7% in 2021 from 3.7% in 2020. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2021 at 04:02PM
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April 2023
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