Worldwide B2B digital ad spending is on a trajectory to reach $48.15 billion by 2026, almost tripling its pre-pandemic levels, according to a recent EMARKETER forecast released in August 2024. This steady surge reflects a broader shift in how businesses are approaching digital advertising to connect with partners, buyers, and key decision-makers.
Steady Growth Through 2026
B2B digital advertising spend is set to increase by 13.1% in 2024, climbing from $38.67 billion this year. Over the six-year period between 2020 and 2026, B2B’s share of total global digital ad spend will inch up modestly from 5.5% to 5.8%, indicating steady and consistent growth.
While B2B advertising remains a smaller segment of the overall digital advertising market, its upward trend highlights a rising prioritisation of digital strategies by organisations worldwide.
The US Dominates Global Spend
The United States remains the largest single market for B2B digital ad expenditure, accounting for nearly half (47.4%) of the global total. US B2B companies are projected to invest $18.34 billion in digital advertising in 2024, representing a robust 14.9% year-on-year increase.
Drivers of Growth
Several key factors are underpinning this significant expansion:
- Digital Transformation: Businesses worldwide are accelerating digital transformation efforts, driving investment in targeted digital campaigns to reach their audiences more efficiently.
- Adoption of New Technologies: From AI-driven personalisation to programmatic advertising, technological advancements are enabling more cost-effective and results-driven campaigns.
- Shift in Buyer Behaviour: The pandemic permanently altered how businesses research and purchase solutions, with digital channels now playing a central role in B2B decision-making.
What This Means for B2B Marketers
For B2B marketers, this data offers actionable insights as they plan their 2025 and 2026 advertising budgets. The sustained growth in digital spend reflects an opportunity to prioritise strategies that align with emerging trends, such as AI-driven targeting, account-based marketing (ABM), and immersive content formats.
The shift also underscores the growing competitiveness of the B2B digital landscape. Businesses that lag in adopting modern digital advertising tools risk falling behind more agile, digitally focused competitors.
A Global Outlook
While the US leads the charge, markets in Europe, Asia, and beyond are expected to follow suit, contributing to the worldwide rise in digital B2B investment. This expansion highlights a broader recognition that digital advertising is no longer optional but essential for businesses seeking growth and resilience.
The Path Ahead
As global B2B digital ad spend nears $50 billion by 2026, organisations will need to focus not just on increasing budgets but also on optimising performance. Emerging technologies like generative AI and predictive analytics will play a key role in enhancing campaign efficiency, personalisation, and ROI.
For businesses looking to stay ahead, the message is clear: invest in digital now, or risk missing out on a market that’s growing faster than ever before.
Source: https://www.emarketer.com/content/2026-worldwide-b2b-digital-ad-spend-pre-pandemic-level
