蘑菇AV

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.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here鈥檚 the case for B2B marketing on TikTok.

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.

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