Advertising spending is up 4.7%: what that means for B2B marketing

Find out from our experts at wobAG where marketers are currently investing, where they’re refraining from investing and what that means for B2B.

Compared to the previous year, the advertisers’ expenditures have increased noticeably: The half-year balance – according to current figures from Nielsen – looks promising with an increase of almost 5%.

Where marketers are currently investing – and where they’re not

It is hardly surprising that the total advertising expenditure in the first half of 2021 exceeds that of the first half of 2020. Finally, in March 2020, many marketing measures were initially put on hold. Equally unsurprising: after the measures were relaxed in 2021, investments in out-of-home formats (+ 28.8% in July) and cinema advertising (+ 81.2% in July) picked up again.

Conversely, one could think that the pandemic times, in which one lounged in front of the television, are over. But: The spending on TV spots has also increased by more than 12% compared to 2020. This means that TV as a marketing channel is currently growing even faster than online.

On the other hand, radio (- 5.5%), newspapers (- 2.3%) and magazines (- 2%) lag behind current developments.

Despite current developments: marketing is above all digital

Even if more money is invested in out-of-home and cinema advertising, the sum of the total expenditure of 2.8 million euros does not even begin to scratch the pole position. TV in second place is also far behind with an advertising expenditure of 1.16 billion euros. With investments of almost 2.5 billion euros, online remains the undisputed advertising heavyweight.

Since the pandemic, in which the marketing channel mix changed according to 94% of those surveyed in the Salesforce “State of Marketing” report, advertising has been one thing above all else: digital.

Which advertising measures should B2B marketers now rely on?

Online is so popular for a reason. Digital advertising is relatively cheap and success can be effectively measured through tracking. From a B2B point of view, the possibility of precise targeting of online advertising takes the crown – because this way, sharp target groups (as is common in the B2B sector) can be addressed with little wastage.

It’s very different with out-of-home, TV and cinema. So even though these channels are on the up, investing in B2B markers is not worthwhile here. But if you don’t want to rely exclusively on digital, you are well-advised in the B2B area with the conversion rate increasing with a combination of print mailings and e-mails.



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