2023年B2B广告与营销展望报告

B2B Advertising and Marketing Outlook for 2023: Challenges and Opportunities

Looking Back at 2022

• Economic Headwinds:

  • Inflation soared due to supply-side factors.
  • Federal Reserve increased interest rates seven times to combat rising inflation.
  • Equity markets had their worst year since 2008-2009, with mortgage rates stalling and the housing market experiencing a slowdown.
  • A fear of recession emerged in the second half of 2022 and into 2023.
  • Consumers faced higher costs, leading to slower spending growth and slowing GDP growth.

• Advertising and Marketing Spend:

  • Total US ad and marketing media spend reached $49.92 billion, growing 16.8% year-over-year (YoY).
  • B2B offline media marketing spend grew by 41.7% to $34.1 billion.
  • Digital out-of-home and online media marketing spend collectively grew to $15.8 billion.
  • Key channels included display, video, social, and search, with combined spend almost equal to search.

• M&A and Investment Activity:

  • Total deal value decreased by 61.3% to $144.2 billion.
  • Volume of deals decreased by 18.7% with 3,291 transactions compared to 4,050 in the previous year.
  • Strategic buyers accounted for 37% of value, private equity buyouts for 14%, and private equity VC growth capital for 49%.

• Key Trends:

  • Integrated Experiences: 73% of B2B buyers expect consistent and exceptional experiences, driving increased focus on blended experiences and personalization.
  • Consistent Content: Brands prioritize quality content at scale across multiple channels, considering utilization and cost.
  • B2B E-commerce: Revenue is expected to grow 10.8% to $1.9 trillion in 2023, reaching $2.5 trillion by 2026.
  • Experiential Marketing: In-person events are recovering, with 46% of B2B marketers planning to increase investment in 2023.
  • Account-Based Marketing (ABM): Adoption is increasing, with 47% of B2B marketers increasing their ABM budgets.
  • Performance Marketing: Investment in data infrastructure is growing, with spend estimated at $4.1 billion in 2022.
  • Linear and CTV Integration: Connected video consumption is growing, with B2B video spend forecasted to reach $9.9 billion in 2023.

Key Data Points

• Total US Ad and Marketing Media Spend (2022): $49.92 billion (16.8% YoY growth).
• B2B Offline Media Marketing Spend (2022): $34.1 billion (41.7% growth).
• Digital Out-of-Home and Online Media Marketing Spend (2022): $15.8 billion.
• M&A and Investment Activity (2022): Total deal value of $144.2 billion (down 61.3% YoY), volume of deals decreased by 18.7%.
• B2B E-commerce Revenue (2023 Forecast): $1.9 trillion (10.8% growth), reaching $2.5 trillion by 2026.
• ABM Budget Increase (2022): 47% of B2B marketers increased their ABM budgets.
• Performance Marketing Spend (2022): $4.1 billion, representing 8.3% of total B2B marketing spend.
• B2B Video Spend (2023 Forecast): $9.9 billion (3.6% YoY growth).

These trends indicate a mixed outlook for B2B advertising and marketing in 2023, with both challenges and opportunities.