B2B ad spending will increase 13 percent in 2018 to hit US$4.6 billion from this year’s estimated $4.07 billion, eMarketer predicted in a report released last week. However, its proportion of all U.S. digital ad spending will remain unchanged at 4.9 percent, which implies growth in other digital ad spend areas as well. Desktops and laptops will continue to attract the bulk of B2B digital ad spend, according to eMarketer. They are expected to account for $2.54 billion this year. Mobile B2B digital ad spend, which is forecast to hit $1.53 billion this year, also will continue to grow.
Areas of Growth
High-spending high-tech firms are leading the growth in digital ad spending, eMarketer found. However, advertisers’ B2B digital ad budgets emphasize building a technology infrastructure to help execute — and measure the effects of — digital advertising, according to the report. The most sophisticated B2Bs are focused on data collection and analysis. Machine learning, account-based advertising techniques, and programmatic buying also will play a role.
For SMBs Too
Software as a Service solutions will help cut the cost of data collection and analysis, said Rebecca Wettemann, vice president of research at Nucleus Research.
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Originally posted by Richard Adhikari on Ecommerce Times
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