The 100 largest business-to-business advertisers spent an estimated $4.8 billion on U.S. b-to-b ads in 2014, up 0.9% from 2013. Estimated 2014 U.S. measured-media spending for all b-to-b advertisers was $10.2 billion, according to Ad Age Datacenter's analysis of measured-media spending from Kantar Media.
The largest category for b-to-b spending in 2014 was TV, at $2.9 billion in U.S. spending by the top 100 b-to-b advertisers, up 7.7% from 2013. That was followed by Internet advertising at $685 million in display ads, down 2.7% from 2013, and magazines at $585 million, down 14.4% from 2013.
The leading U.S. b-to-b advertiser was Microsoft Corp., spending an estimated $232.4 million on b-to-b ads. That was down 19.9% from 2013. It was followed by AT&T, which boosted its spending 3.9% to an estimated $204.6 billion, and Verizon, at an estimated $168.6 million, down 8.8% from 2013.
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