Mobile advertising to surpass 50% of B2B digital ad spend for the first time in 2024

As digital transformation continues to reshape the business landscape, B2B companies are rapidly increasing their investments in digital advertising. According to eMarketer’s latest forecast, US B2B digital ad spend is set to grow by 14.9% this year, reaching an impressive $18.34 billion.

This surge reflects the growing importance of online channels in reaching business audiences, who are increasingly turning to digital platforms for both communication and transactions. But perhaps most notably, for the first time ever, mobile advertising will account for more than 50% of total B2B digital ad spend, highlighting a significant shift in how companies are engaging their target audiences.

This rising focus on mobile advertising marks a critical evolution in B2B marketing strategies. As mobile devices become the primary tool for business professionals to consume content and stay connected, advertisers are placing more emphasis on reaching these users in real time. eMarketer’s another research underscores the importance of mobile in the broader digital ecosystem, showing that over 90% of digital time is spent within apps. This presents both an opportunity and a challenge for marketers, who must now ensure their ads are placed in the right apps and platforms where their audiences are most active. Yoram Wurmser, an analyst at eMarketer, explains, “Mobile attracts substantial attention and ad dollars for a reason. Investing in the apps where your audience spends their time will yield the best return.”

A major component of this digital ad growth can be attributed to social media, with LinkedIn emerging as a crucial platform for B2B advertisers. eMarketer predicts that LinkedIn will account for 47.2% of all B2B display ads this year, solidifying its position as the go-to platform for B2B marketing. LinkedIn’s professional network provides a unique environment where companies can connect directly with decision-makers, making it an invaluable tool for advertisers. The platform’s targeting capabilities allow businesses to focus on specific industries, job titles, and company sizes, ensuring that ads reach the right audience at the right time.

For marketers, LinkedIn’s prominence in the B2B space presents a significant opportunity to not only build brand awareness but also drive lead generation and conversions. As more professionals turn to the platform for networking and business insights, advertisers can capitalize on this engagement by crafting personalized campaigns that resonate with their target demographic. However, the rise of LinkedIn also means that competition is intensifying, with more brands vying for attention on the platform. To stand out, marketers must develop compelling, value-driven content that speaks directly to the needs and pain points of their audience.