Digital advertising spending continues to climb among US business-to-business (B2B) and business-to-consumer (B2C) companies, while traditional ad spending is declining.
B2C product companies expected digital ad spending to rise 11.1% this year, compared to 14.6% last year, according to new data from eMarketer.com. Spending by the B2B service industry on digital is expected to drop from 10.5% to 9.9% during the same period.
In addition, social media ad spending is on the rise. In August 2013, social ad spending accounted for an average of about 6.6% of marketer budgets. Within the next year, that share was expected to rise to 9.1%, and in the next five years, marketers expected social to account for 15.8% of spending.
