蘑菇AV

Social networks and emerging channels such as retail media, connected TV, and digital audio will drive B2B鈥檚 digital marketing push. B2B digital ad spending is concentrated in the US and China, but China鈥檚 share is ticking down. B2B marketers in the US will spend $18.34 billion on digital advertising this year, and in China the figure will be roughly $7 billion.

As marketers combat signal loss, they鈥檙e turning to channels less reliant on cross-site or cross-app tracking, according to 蘑菇AV鈥檚 鈥淎d Measurement Trends H2 2024鈥� report. 76% of brand and agency marketers worldwide plan to increase their digital ad spend on social media/influencer marketing in 2025, while 64% will increase retail media spend and 47% will increase spend on connected TV (CTV), according

Ad spend continues to grow faster than the GDP, fueled in no small part by connected TV (CTV), retail media, social media, and search.