What’s happening? B2B digital ad spend growth is leveling out after a pandemic boom. Throughout our forecast period, YoY growth will be slower than the years immediately preceding the pandemic. But significant shifts are happening in the way advertisers spend on digital ads.
How does this affect B2B advertisers? They may need to adjust their strategies to effectively reach younger B2B buyers who spend more time on mobile devices and respond to eye-catching imagery on social media. Advertisers can also support their campaigns by using newer generative AI (genAI) tools to customize and personalize ad copy, which can significantly improve their own productivity as well as their return on ad spend (ROAS).
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