The forecast: Display ads like banners and graphics, which have historically been less of a priority than search ads for B2B marketers, took up a greater share of US ad spending than ever before in 2020. This year, that share will continue to grow for display ads, and by 2021 display ads will surpass search ads.
B2B ad spending is still growing for both search and display. In 2020, B2B search spending grew 27.3%. This year it will grow almost 20% to $5.36 billion.
Display ad spending is growing even faster, up nearly 40% in 2020 and posed to grow by 32.6% in 2021 to hit $5.09 billion.
