Digital ad spending by B2B firms will grow by a forecast 13% next year to $4.6 billion after increasing by an estimated 15.6% this year, according to a new projection from eMarketer.
While up from just 12% share of B2B digital ad spend in 2013, mobile’s 38% share this year compares to more than half of digital ad spending as a whole in the US. Data from iProspect also demonstrates a slow shift to mobile in paid search: its B2B advertising clients continue to see most of their Google paid search clicks coming from desktops, but the device mix is slowly shifting towards smartphones.
While digital ad spending may be rising, overall ad spending by B2B firms seems to be on a downward trend.
A joint study between 16 programmatic publishers including The New York Times, The Washington Post and Business Insider and done in conjunction with the DSP platforms Google, Amobee and Quantcast released last week estimated publishers lose $3.5 million to fraud daily, or $1.27 billion yearly, based on a $5 video ad CPM valuation.
Looking back, 2017 felt like a year of reckoning for digital marketing overall, between issues around brand safety, transparency, measurement and, tied to all of that, ad fraud.
In fighting fraud and its associated ills, it’s important for marketing professionals to keep in mind that truly systematic change achieved through accessible solutions is likely the most comprehensive way to address the problem.