Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

B2B Digital Ad Spend Forecast 2023

Slow Growth Overall With Shifts Toward Social

Download
Share
About This Report
B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.
Table of Contents

The US B2B digital ad spend market is undergoing a transformation led by digitally savvy younger generations. Spending has shifted due to the popularity of social media, the changing B2B search ad landscape, and the importance of mobile.

Key Question: What factors are affecting growth trends in US B2B digital advertising in 2023?

KEY STAT: After a period of rapid growth during the pandemic, B2B digital ad spending growth will slow considerably to just 8.1% YoY in 2023.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

14charts

Reliable data in simple displays for presentations and quick decision making.

6expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. B2B digital ad spend growth will slow while social, display, and mobile gain ground.
    3. How is the B2B digital advertising landscape changing?
    1. Social and video draw dollars—and attention.
    2. B2B buyers favor display ads viewed on mobile.
    3. Key B2B industries will see slower growth.
    1. How to optimize B2B advertising strategies
    2. Insider Intelligence Interviews
    3. Media Gallery

    Interviewed for This Report

    Kevin Arsham
    MediaCom
    Partner, Group Account Director, B2B/B2C Specialist
    Interviewed May 3, 2023
    Greg Bell
    6sense
    Vice President, Strategic Marketing
    Interviewed June 1, 2023
    Chris DeMartine
    Programmatic B2B
    Managing Director
    Interviewed April 28, 2023
    Greg Dolan
    Keen Decision Systems
    Co-founder and CEO
    Interviewed April 12, 2023
    Gareth Noonan
    Demandbase
    General Manager, Advertising
    Interviewed May 5, 2023
    Penry Price
    LinkedIn
    Vice President, Marketing Solutions
    Interviewed May 18, 2023

    authors

    Kelsey Voss

    Contributors

    Brian Lau
    Forecasting Analyst
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client