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It鈥檚 not just B2C brands that have embraced the format: Short-form social videos deliver the highest ROI for B2B marketers globally, with 55% citing these videos as the most effective content form for maximizing returns鈥�. Our take: YouTube鈥檚 decision to expand the length of Shorts reflects a broader industry trend of catering to creators and audiences who want flexibility in content consumption.

LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

B2B healthcare and pharma ad spending will keep rising through 2025. The pandemic propelled the industry鈥檚 B2B digital ad spending to $1.35 billion in 2021 (up 41.3% YoY), and advertisers haven鈥檛 pulled the dollars back since then. The $1.74 billion total we forecast for 2023 represents a 14.6% YoY increase.

Money is still pouring into app install ad spending, boosting Apple and others. More Chart of the Day:. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart.

B2B marketers invested heavily in data during the pandemic as in-person leads dried up. Now, B2B firms are having to make do with tighter budgets, forcing them to make cuts on nonessential spending, according to our US B2B Marketing Data Spending Forecast 2023 Update report.

Email marketing is the top area where US B2B and B2C marketers have increased their direct marketing budget in the past 12 months (62%), according to a survey from SeQuel Response and ISG.

More Chart of the Day:. 9/26 - Everybody loves YouTube. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. Note: Respondents were asked, "Which generative AI platforms are local marketers experimenting with most?".

More Chart of the Day:. 9/28 - Amazon shoppers keep it Fresh. 9/27 - ChatGPT wins for SEO professionals. 9/26 - Everybody loves YouTube. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags.

More Chart of the Day:. 9/27 - ChatGPT wins for SEO professionals. 9/26 - Everybody loves YouTube. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save.

More Chart of the Day:. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. Methodology: Data is from the August 2023 Kagan survey titled "U.S. Q1 2023 Consumer Insights." Approximately 2,500 adult internet users ages 18+ were surveyed online during March 2023.

AI enhances B2B advertising: LinkedIn鈥檚 latest feature levers OpenAI models to improve ad creation efficiency.

They have a clear mission about, this is a nice place to have a strong messaging experience, feel a little bit better about your social media experience, but they don't have enough monetizable service areas to get most people's ad dollars. That's arguably why they might be doing a little bit better with small and mid-sized businesses.

B2B digital ad spend growth will slow while social, display, and mobile gain ground. The state of programmatic advertising in 5 charts. More Chart of the Day:. 9/13 - Calling on mcommerce. 9/12 - Biometrics don鈥檛 pass the trust test. 9/11 - Customer service calls. 9/8 - Do we have your attention? 9/7 - Influential social spend.

All respondents were involved in digital video advertising decision-making and had $1+ million in total annual ad spending in 2024. Guideline's digital video ad spend market size and growth rate estimates are based on its pool of ad billing data, including forward bookings, the IAB-commissioned Advertiser Perceptions quantitative survey, interviews with industry leaders, and other market estimates.

We estimate that US B2B video ad spend were nearly double in terms of total dollars by 2022. From 2022 to 2025 as a percentage of B2B digital ad spend allocated to video, that's expected to reach 14% by then. That's what we've got time for the debate portion of our show. We move of course to our last segment. It is time for dinner party data.

As time spent on connected TV (CTV) grows faster than any other major media formats this year, B2B marketers are taking note. Learn how B2B marketers can incorporate CTV in their media mix.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

Social media is the most effective B2B channel for driving revenues in 2023, according to 60% of US B2B marketers, per Wpromote and Ascend2.

Over 80% of ad spending in the US for technology and electronics (87.1%), retail (82.9%), and consumer packaged goods (80.2%) is directed toward digital media, according to 蘑菇AV鈥檚 August 2024 forecast.

B2B SEO and the Shift to AI-Driven Search (蘑菇AV subscription required). Navigating the AI-Powered Path to Purchase (蘑菇AV subscription required).

Data is from multiple B2B and consumer measurement studies across multiple advertising categories conducted throughout 2020-2025. Measurement was conducted via CCO RADARProof, Clear Channel's campaign performance attribution solution, and Kantar.