B2B Media Sales Grew 3.9% in First Half of 2015

In the first half of this year, B2B companies invested in a big way with digital advertising. Check out businessbuildingwhat American Business Media says are the hottest parts of the B2B ad market.

Through June 2015, B2B marketers ponied up $14 billion to get the word out about their products and services. Of this, $6.26 billion went to event spending. Specifically, B2B marketers are reaching out to prospects and customers by sponsoring trade shows and conferences. Analysts point out there’s growing interest in single sponsorships at events. These companies are also interested in sponsoring industry award shows as a way to generate buzz and make their products and services stand out.

B2B operators are signaling a huge interest in the digital ad market. For the first time, the dollar amount committed to digital advertising surpassed what is being spent in traditional industry print publications. For the first 6 months of 2015, print ad spending was $3.18 billion while the digital commitment was $3.52 billion. When compared to 2014, print suffered a 5.6% drop and digital recorded a 29.4% increase.

The interest in digital is also changing. While B2B buyers have long used display advertising, the CPMs in the format are falling. Media companies have reported good success in selling more digital advertising services to B2B clients, especially in the native content format and this strategy has proved more profitable. Analysts predict that content marketing services and native advertising could account for up to 50% of B2B digital ad revenue in the next few years.

While demand for print slid in the first part of 2015, some sectors have been buying more of this format. For example, operators in the restaurant and gaming sectors increased their print ad purchases by 3.2% while those in the resource, environment and utilities sectors bought 2.0% more than they did during the comparable period in 2014.

Reps, it might be time to check in with your B2B clients and offer your digital marketing services to help them develop a solid native advertising campaign.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.