Some B2B brands are going all-in on digital advertising

Despite the detrimental impact of the COVID-19 pandemic on marketing and advertising, B2B digital ad spending is bucking the trend, according to eMarketer's US B2B Digital Advertising 2020 study.

The coronavirus pandemic continues to have a deleterious impact on marketing and advertising. Budgets have fallen, ad agencies have incurred major job cuts, and business resources remain constrained. But there's one intriguing outlier: B2B digital ad spending is bucking the trend, according to eMarketer's US B2B Digital Advertising 2020 study.

The study, based on interviews with marketing and agency executives, said B2B is expected to see an increase of 22.6 percent in digital advertising expenditures in 2020, compared with 2019. Meanwhile, the overall digital ad market will grow just 1.7 percent year over year, which is a sharp reversal from...

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