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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.

According to B2B marketers, in-person events are the most effective way to drive leads. As Cannes continues to function as a laboratory for what's next in advertising and content, brands that show up with substance鈥攏ot just spectacle鈥攁re likely to walk away with more than photos on the Croisette. They鈥檒l leave with partnerships, positioning, and playbooks for the year ahead.

Our take: Even if retail media makes up a small overall portion of some retailers鈥� business, the potential to capture millions in ad spending and rapidly drive revenue growth is making it a crucial sector for the next generation of advertising talent and leadership.

Talent hunt: As brands focus on retail media network ad spending that provides better omnichannel customer targeting, tracking, and improved performance measurement and campaign attribution, retailers need to fill their skills gaps by hiring talent in ad tech, martech, and growth marketing, according to Dan Goldsmith, managing director at Three Pillars Recruiting.

LinkedIn improves B2B ad tracking: New updates help marketers integrate first-party data, track long-term impact, and optimize campaigns.

LinkedIn flexes B2B advertising鈥檚 strength. After hitting 1 billion global users thanks to strong growth abroad, LinkedIn looks to video to increase engagement and ad revenues. Sports drove streaming and CTV to a record quarter. The Olympics drove heavy ad spending and viewership for streaming services, which continue to make inroads with users. YouTube gives streamers a run for their money.

B2B companies are fighting over limited spend. In a flat economy, 鈥測ou鈥檙e going to have to take share,鈥� said Bruce Biegel, senior managing partner at Winterberry Group, during our 鈥淯nderstanding the New Buyer Journey鈥� Tech-Talk Webinar. That means focusing on retention, upselling, and cross-selling before pushing back toward acquisition in the long term. Here are six things to keep in mind during the process.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

Better measurement would unlock more ad spend across channels, but marketers are still scrambling to determine the best identity solutions. 5. B2B faces unique challenges. B2B marketers struggle to replace third-party data because they鈥檙e less likely to have their own data.

Keeping it professional for B2B customers: Lowe鈥檚 and The Home Depot both expanded their professional loyalty programs earlier this year, with Lowe鈥檚 introducing MVPs Pro Rewards and The Home Depot expanding Pro Xtra. The new tiers and a training program to address the US labor shortage focus on fostering relationships with contractors and construction businesses.

Comparing return on ad spend (ROAS) and cost per acquisition across channels helps justify influencer spend and satisfies C-suite expectations. Evaluate influencers based on brand alignment, not just reach. Creators who naturally fit the brand voice and values tend to deliver stronger engagement and long-term audience trust.

Walmart looks to carve out a share of the $1.857 trillion B2B ecommerce market. 5 things to know about Prime Day shoppers. More Chart of the Day:. 7/24 - Peak TV. 7/21 - Threads count. 7/20 - Snapchat leads in global user growth. 7/19 - Social B2Butterfly. 7/18 - Top 10 countries on Threads.

That includes low-hanging fruit like lifestyle, tech, and beauty/fashion to more 鈥渟erious鈥� industries like B2B, healthcare, and politics. For example, 21% of US adults regularly get news from social media news influencers, with that share rising to 37% among 18- to 29-year-olds, per August 2024 data from Pew Research Center.

Disruption could be greatest for healthcare and B2B tech. On May 30, 2024, AI Overviews were shown for almost two-thirds (63%) of healthcare-related queries and nearly a third (32%) of B2B tech searches, according to BrightEdge. But they were shown in virtually none of the restaurant- and travel-related queries.

US social video spend is still growing, reaching 45.2% of total digital video ad spend, or $48.89 billion, this year, per our March 2024 forecast. But that share growth is slowing, with rates increasing just 1% between 2024 and 2026.

That has a major impact on B2B advertisers in particular, who tend to buy on news media, Kohl said. Ads aired next to misinformation and disinformation are a risk for brand safety, which Zucker believes could curtail the usual surge in advertising on news platforms. 鈥淭his year, I think people are really worried about brand safety when it comes to the news environment,鈥� she said. 3.

For searches in categories where subject area expertise is valued鈥攕uch as healthcare, education, and B2B technology鈥擥oogle has added AIO to most result pages. In May, only healthcare-related search had AIO in the majority of results. Even when an AIO result includes a link, a May report by the Growth Memo found that it produced 8.9% fewer clicks.

B2B influencer marketing will surge. Expect some companies to put guardrails around employee content creation. But the growing number of independent experts and creator CEOs will prop up supply and demand. Every platform will be an influencer marketing platform.

In fact, in 2025, we expect social video ad spending in the US to surpass linear TV ad spending, indicating that advertisers are catching up to consumers in terms of where they are spending their time. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Nearly one-third of B2B marketers (31%) reported using AI for chatbots, coding, and design, per a November Sagefrog Marketing Group survey. In a January Ascend2 survey, personalization (38%), ad optimization (34%), and customer service chatbots (31%) ranked as the highest use cases for AI.

Amazon Prime Video reshapes ad-supported streaming landscape, fuels 20% ad growth in Q2. Prime Video gives Amazon continued momentum in advertising as high-profile sports deals bring opportunities to go after big-brand ad dollars.

A large majority of Linkedin鈥檚 top 100 B2B creators are male. True. Male creators make up the majority (72.9%) of Linkedin鈥檚 top 100 B2B accounts, while women only make up 27.1%, according to an Influencer Marketing Factory study. May 12, 2025. Which of the following brands recently launched an ad campaign that emphasizes grandmotherly wisdom over AI?

Microsoft is picking up ad spend by improving search, social, and video features, as well as improving ad targeting and measurement. The company is also inserting itself into the rapidly growing retail media market. In the last few weeks, Microsoft has announced a slew of updates that will help it expand its business.

On today鈥檚 special edition podcast, we discuss how marketers and advertisers are beginning to treat influencer marketing as a need-to-have as more serious industries from B2B to politics and healthcare are developing their own creator strategies. This discussion is from the keynote of 蘑菇AV鈥檚 The Creator Economy Trends 2025 and is hosted by Vice President and Principal Analyst Jasmine Enberg and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.