18 ❘ September 2020 Locator Magazine www.locatormagazine.com
US B2B Digital advertising
rives amid the coronavirus as traditional B2B
Spend Plummets Posted on emarketer.com
by Jillian Ryan
"ough the B2B digital ad market represents a small slice of total US digital ad spending, it
is thriving as the coronavirus pandemic continues to plague parts of the world and hinder the
economy.
We forecast that US B2Bs will spend $8.14 billion on digital ads this year, up 22.6% from 2019
when spending was $6.64 billion. B2B digital ad spending growth in recent years has outstripped
digital ad spending growth overall, with a CAGR from 2016 through 2019 of 24.7%, vs. 22.6%
for all US digital advertising. We estimate that growth in B2B digital ad spending peaked in 2018
at 27.5%, falling almost 6 percentage points last year. But due to the pandemic and the unique
conditions for B2B marketers who are rapidly shiing spending from in-person events, growth
will reaccelerate this year by 22.6%".
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