蘑菇AV

This is the second installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

B2B ad spending sees a strong rebound: LinkedIn leads, with finance and retail sectors boosting growth.

B2B digital ad spend worldwide is expected to reach $48.15 billion by 2026, up from $38.67 this year, according to 蘑菇AV鈥檚 August 2024 forecast.

What鈥檚 happening? Active user figures are falling on both X (the platform formerly known as Twitter) and Meta鈥檚 Threads, which started strong but has stumbled recently, with more than 80% of users logging off. Their loss could be LinkedIn鈥檚 gain, as both Gen Z use of the platform and B2B ad spend there increase.

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

Global B2B digital ad spending to reach $48 billion by 2026: Growth driven by digital adoption and emerging market expansion.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

B2B social ad spending will account for nearly half of B2B digital ad spending in 2024, at 46.3%.

LinkedIn rebrands its Wire Program as BrandLink: The move reemphasizes its pivot toward creator-led B2B video.

US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.

LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.

Every major industry will increase total ad spend in the next two years, with media and entertainment leading the pack. Programmatic and B2B ready for a digital shift, while mobile remains dominant with in-game advertising. Here are four takeaways from 蘑菇AV鈥檚 Industry Ad Spending Benchmarks: Q4 2024 and what they mean for the upcoming years.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

Although a fraction of india鈥檚 overall digital ad market, B2B digital ad spending will grow steadily, with a 27.9% increase forecast for 2024, demonstrating India鈥檚 expanding enterprise sector. The services industry dominates India鈥檚 digital ad impressions are dominated by the services sector鈥�51% of the total pie in Q1 2024. That鈥檚 followed distantly by banking and finance at 7%.

US B2B digital ad spend growth rates for key sectors like tech, finance, healthcare, and telecom will be 13.2 percentage points lower on average between 2023 to 2025 compared with 2017 to 2019, according to our forecast.

B2B digital ad spend growth is leveling out after a pandemic boom. Budgets for advertisers will be relatively flat throughout our forecast period. But significant shifts are happening in the way advertisers spend on digital ads.

What are advertisers鈥� and publishers鈥� biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?