B2B advertisers from Marin’s advertising index have enjoyed strong growth in click volume on Google in the US. In Q1 2018, the number of clicks grew by 17.5% year-over-year, as click-through rates increased by almost 65%, to an average of 2.27%. Interestingly, it’s been the opposite pattern on Bing: click-through rates and click volume decreased on a year-over-year basis for B2B advertisers on Bing, per the report, while CPCs increased.
B2B advertisers were actually more likely than B2C advertisers to have increased their digital video ad spending last year, as a surprising 12% of B2C respondents reported cutting back on their digital video ad spend; Respondents estimated allocating 15% of their digital ad spend in the previous fiscal year to YouTube, while Facebook and Instagram spend combined matched search spend; At least one-third of advertisers are already advertising across emerging technologies such as smart TVs, voice-activated digital assistants, wearable devices and augmented or virtual reality.
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.