The COVID-19 pandemic has caused many B2B companies in the US to increase spending on digital advertising in 2020, according to recent research by eMarketer.
The report is based on eMarketer B2B digital advertising projections for the US released in August 2020. The researchers looked at advertisements displayed on desktop and laptop computers, as well as on mobile devices. The analysis covered a wide variety of digital formats, including social media advertising.
U.S. B2Bs are forecast to spend a total of $ 8.14 billion on digital ads in 2020, up from $ 6.64 billion the previous year. That is 22.6% more than in the previous year.
The changes in spending varied significantly across industries, according to the analysis. For example, U.S. B2B healthcare spending on digital advertising in 2020 increased 41.2% year over year, while U.S. B2B travel spending on digital advertising was down 44.5%.
The researchers also found that B2Bs this year are turning more to desktop-centric advertising formats such as sponsored webinars to reach audiences.
In 2021, year-over-year growth will slow to 10.9% and US digital B2B advertising spend will reach $ 9.03 billion, according to eMarketer.
About research: The report is based on eMarketer B2B digital advertising forecasts for the US released in August 2020.