Growth driver: Video ads play a central role in B2B marketing

Photo source: Daniel Tomlinson – Unsplash


Growth driver: Video ads play a central role in B2B marketing

Thomas Reiner | 25.02.2022

For B2B companies, high-quality content is becoming an increasingly important part of their performance marketing. Video ads play a prominent role in this. Annual digital video ad spend is up 14.2 percent in the US – and the trend is rising. This is clear evidence that market insight and content management are becoming increasingly significant for market communications and business growth. This applies to both B2C and B2B. What ultimately matters is that the brand fit and product offering must match market trends and user needs.


Survey results published by Statista in the U.S. between 2018 and 2020 show continuously growing spending on video ads. The 14.2 percent year-over-year increase for 2020 will be followed by 18.5 percent growth in 2021. And the trend of increasing spending on video ads is expected to continue in the coming years. This boom is only logical, as more and more B2B companies are turning to high-quality content as part of their performance marketing strategy.


That’s why video ads

In a recent post, we already pointed out that video marketing is one of the two most important trends in B2B marketing in 2021. This is no coincidence, because videos have an invaluable advantage: they get content to the man and woman quickly, are easy to understand and play the topic emotionally.


The trend behind the trend

The popularity of digital video advertising and the increasing spending on this medium exemplify an important trend behind the trend: market knowledge and content management are taking on an increasingly leading role in market communication and thus ultimately for the growth of a company. This applies not only to B2C, but also to B2B.


What matters

Regardless of which medium transports the content and gets it to the recipient, the key in creating effective content is to align the company’s brand fit and product offering with market trends and user needs. If that succeeds, the investment in content becomes an outstanding driver of business growth.

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