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.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
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
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
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
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
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

LinkedIn will capture nearly 25% of US B2B ad spending by 2024

US B2B display ad spending on LinkedIn will total $3.01 billion in 2022 and grow to $4.56 billion by 2024. By then, LinkedIn will capture nearly 25% of all B2B digital ad dollars spent in the US.

LinkedIn’s B2B display ad revenues will account for 21.0% of total US B2B digital ad spending in 2022. In addition, LinkedIn will account for 44.0% of all US B2B display ad spending; that share will increase to nearly 50% in 2024.

B2B display ad spending on LinkedIn will continue to grow. LinkedIn’s strength as a digital platform increased during the pandemic with ad spending growth in the US peaking in 2021 at 58.6% YoY. When all interactions went 100% virtual, LinkedIn became the place to be. The platform provided an excellent way to connect professionals, attract talent, and support remote selling.

As a result, LinkedIn will continue to be a large part of B2B marketing budgets; B2B ad spending on the platform will grow 29.7% YoY in 2022, slowing to 21.9% in 2024. By then, LinkedIn’s ad revenues will grow 22.5% YoY, the fourth highest rate for US social media platforms, behind only TikTok, Snapchat, and Reddit.

It is worth noting that our definition of digital ad spending includes social media spending, such as spending on LinkedIn. This is contributing to the faster growth rate of B2B digital ad spending over traditional ad spending.

Read the full report.