蘑菇AV

77% of B2B decision-makers worldwide leverage chat tools for product discovery, according to January 2024 data from Forrester Consulting and Zoovu.

57% of B2B content marketers worldwide face challenges creating the right content for their audience, according to a July 2023 survey from Content Marketing Institute (CMI) and MarketingProfs sponsored by Brightspot.

LinkedIn is the social platform most commonly used by B2B marketers and their clients worldwide, according to a LinkedIn survey conducted by Ipsos. YouTube takes second place, followed by Facebook and Instagram.

53% of B2C CMOs and 41% B2B CMOs worldwide said poor corporate financial performance would likely impact marketing planning and spending, per Q1 2024 data from CMO Council and Zeta Global.

Continued innovations in video generation are happening just as 61% of B2B marketers worldwide plan to increase their spending on videos, per CMI. AI-generated videos could cut production costs; unlock new possibilities in entertainment, advertising, and marketing; and solidify ByteDance鈥檚 leadership in AI-driven media.

Challenging B2B blandness. For B2B marketers, the right storytelling is essential to resonate with an off-the-clock audience, said Transmission media director Michael Katrenak. The agency鈥檚 clients include HP, SoftwareAG, and DeepInstinct. While a lower-funnel demand campaign might work for LinkedIn, he advises clients to lead with storytelling and strong creative on connected TV (CTV).

While the non-intrusive format is an attractive play, a clear downside is the creative brevity, said Michael Katrenak, media director at B2B agency Transmission. Pause ads can support brand recall and frequency, but more involved storytelling is crucial in building memorable brands, he said. 鈥淚 don鈥檛 think it鈥檚 the time to tell a story,鈥� said Katrenak.

Retail media growth spurs demand for ad tech talent: Channel expansion and rising client expectations create need for jobs in performance marketing and ad buying.

Nearly half (49%) of CMOs in an August 2024 B2B International survey said they are trying to monetize touchpoints through channels like retail media to drive growth. Similarly, 37% of marketing professionals said in a recent TechValidate survey that they expect retail media spending at their organizations to increase this year.