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Every major industry will increase total ad spend in the next two years, with media and entertainment leading the pack. Programmatic and B2B ready for a digital shift, while mobile remains dominant with in-game advertising. Here are four takeaways from 蘑菇AV鈥檚 Industry Ad Spending Benchmarks: Q4 2024 and what they mean for the upcoming years.

Ghost eyes an opportunity helping brands move surplus goods: The private B2B marketplace aims to address market inefficiencies by connecting brands with buyers of surplus and goods online.

Delivery is a critical component of ecommerce fulfillment, but accessing this opportunity requires brands and retailers to navigate a complex set of options and find ways to meet rising consumer expectations.

Key stat: We forecast B2B healthcare and pharma digital ad spending in the US will reach $2.27 billion next year, an 8.1% increase YoY. The takeaway: Pharma marketing teams should focus on how the content they鈥檙e creating can boost field teams鈥� engagement with healthcare providers and advise reps on how and when to use materials.

US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.

By safeguarding data, B2B firms will reinforce customer trust and brand reputation. Blending AI with authenticity is a competitive strength. As AI adoption grows, B2B marketers look to preserve the human touch. 蘑菇AV half of B2B marketers think that AI reduces tedious tasks and boosts workflow efficiency, per an August 2024 Content Marketing Institute (CMI) survey.

It rolled out PayPal One this year to solidify itself as a major B2B player Issuing a PayPal Credit card shows PayPal is also looking to further entrench its well-known customer-facing business. This move also piggybacks on PayPal鈥檚 recent PayPal Everywhere marketing campaign, which encourages customers to use PayPal鈥檚 payment solutions鈥攄ebit, credit, and BNPL鈥攁nywhere they shop.

B2B SEO and the Shift to AI-Driven Search (蘑菇AV subscription required). Navigating the AI-Powered Path to Purchase (蘑菇AV subscription required).

鈥淭hey connect B2B marketers with buyers actively researching or purchasing business products, making them a high-intent, performance-driven channel that complements existing strategies.鈥�. Download the full report here. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

B2B Influencer Marketing (蘑菇AV subscription required). Note: An influencer is an individual who can sway the brand preferences, buying decisions, and loyalty of a broader population, regardless of follower count. Creators are people or entities that develop original content primarily for digital properties with the purpose of building and monetizing their audience.

B2B social ad spending will account for nearly half of B2B digital ad spending in 2024, at 46.3%.

How PayPal is forging ahead: During PayPal鈥檚 investor day in February, the company rebranded its B2B offerings under PayPal One. PayPal is betting it can better position itself as a B2B company by rebranding鈥攖herefore deepening its merchant relationships and boosting its overall business.

Messaging matters in both B2B and B2C. A 2024 Magna Global and LinkedIn survey found that many marketers believe B2B ads lack humor, emotional appeal, or relatability. In their messaging, B2B marketers should focus more on bold storytelling and less on the functional aspects of a product or service. Disruptive creativity is a hallmark.

Having SevenRooms in its arsenal will strengthen DoorDash鈥檚 B2B business, enabling it to offer more services to merchants while improving profitability. Uber Eats is broadening its scope. That applies in both geographic and strategic terms.

While users can improve their content strategies, marketers can get clearer visibility on partnership impacts. 53% of B2B brands are increasing their influencer marketing budgets, per TopRank Marketing.