Marketers from US business-to-business (B2B) and business-to-consumer (B2C) product and service companies reported in a survey from Duke University’s Fuqua School of Business that, on average, their digital ad spending would continue rising this year, though growth will be slightly lower than last year for the B2C product and B2B service sectors. Marketers from B2C product companies expected digital ad spending to rise 11.1% this year, compared to 14.6% last year. The growth rate for additional spending by the B2B service industry on digital advertising is expected to drop from 10.5% to 9.9% during the same period.
Meanwhile, traditional media will continue to lose dollars across nearly all sectors. Only the B2C product category will up investment, though by a minimal 0.8%. Read the rest at eMarketer.