Estimates from eMarketer calculate B2B companies spent $4.07 billion on online advertising in 2017. In 2018, the spending is expected to increase 13 percent to 4.6 billion. Across the board, companies are pouring more money into technologies that allow them to place advertisements where their customers are. While traditional media still has a place in advertising, consumers have transitioned an increasing portion on their lives online and businesses have followed.
While the 13 percent increase in online advertising spending is in the double digits, 2018’s predicted spending growth is the lowest in recent history. The percent change in spending from 2014 to 2015 was the largest with 19.7 percent. However, the B2B industry has maintained an online advertising spending growth of roughly 16 percent since 2013.