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B2B Marketing News: B2B Digital Ad Spending Grows, Google Adds Knowledge Graphs For Podcasts, Instagram’s New Creator Features, & Gen Z Engagement Study Insights

Posted on Oct 22nd, 2021
Written by Lane Ellis
  • Blog
  • News & Events
  • B2B Marketing News: B2B Digital Ad Spending Grows, Google Adds Knowledge Graphs For Podcasts, Instagram’s New Creator Features, & Gen Z Engagement Study Insights
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    2021 October 22 eMarketer Chart

    IAB Projects 8% Growth In 2022 Digital Ad Spend, Warns About ‘Bad’ Ad Experiences
    U.S. digital advertising spending is expected to see 8 percent growth during 2022 to reach $165.4 billion, and topping the $200 billion mark by 2025 — increases from 2020’s $139.8 billion, according to newly-released forecast data of interest to digital marketers. MediaPost

    Podcasts Google Knowledge Panels Go Live
    Google has added podcasts to the services that can have extended visibility Knowledge Panels among the search firm’s result pages, giving B2B marketers who utilize podcasts a potential new promotion opportunity, in a recent rollout from the search giant. SEO Roundtable

    Advertising No Longer The Least-Trusted Profession, But Not By Much
    Recently-released survey data shows that although advertising executives no longer rank as the least trusted profession, ad professionals are still seen by both U.S. and global audiences as having significant ground to make up when it comes to being seen as trustworthy, as doctors, scientists, and teachers were seen as being in the most trusted professions. MediaPost

    IndexNow – Instantly Index your web content in Search Engines
    Microsoft’s Bing has released a new indexing protocol and related third-party integration API — created in conjunction with search engine Yext — which allows for more complete indexing of websites, content management systems, and content delivery networks, Bing recently announced. Bing

    Twitter Announces New #TwitterPrism Initiative to Maximize Inclusion within Advertising
    Twitter has begun a diversity and inclusion initiative aimed at marketing partners, with its new #TwitterPrism program to help brands with programs including Cultural Context workshops and co-creation opportunities that bring together diverse creators and marketers, Twitter recently announced. Social Media Today

    Reddit Brings Back View Counts in Post Insights
    Social news aggregator and discussion platform Reddit has returned counts of how many times posts have been viewed, a metric the firm removed 2018 as it faced growth and scaling challenges. The return of view counts will be joined by additional new content view analytics information Reddit is looking to roll out to its 430-plus million average monthly active users, the firm recently announced. Adweek

    2021 October 22 Statistics Image

    B2B Exhibition Industry Performance Improves in Q2; Only 2 in 3 Events Cancelled
    Overall combined physical and virtual B2B event industry performance has begun to see a rebound from 2020’s pandemic-led low point, with fewer exhibitions cancelling events, according to recently-released survey data from the Center of Exhibition Industry Research (CEIR). MarketingCharts

    Instagram adds scheduling and ‘practice mode’ features for Live creators
    Facebook’s Instagram social media platform has added the ability to pre-schedule content up to 90 days in advance, and a new connection-testing mode, two of several new features the firm has launched surrounding its Live creators feature, Instagram recently announced. TechCrunch

    Twitter Shares New Insights into Gen Z Usage and Engagement
    Some 70 percent of Gen Z Twitter users have said that they use the platform’s app to learn about new products — one of several statistics of interest to digital marketers contained in new report data from Twitter exploring how brands can connect to Gen Z using its platform. Social Media Today

    eMarketer’s B2B Advertising Forecast 2021: 6 Key Insights & Revelations
    Technology and financial services top the list of industries when it comes to B2B advertising spending, with tech products and services accounting for some 32 percent and FinServ 25 percent — two of numerous statistics of interest to B2B marketers contained in recent advertising forecast data. LinkedIn (client)


    2021 October 22 Marketoonist Comic Image

    A lighthearted look at the “types of creative brief” by Marketoonist Tom Fishburne — Marketoonist

    Q&A With Adobe’s Brian Glover: The New Era Of CX Initiatives — Demand Gen Report


    • Lee Odden — Influencer Marketing for B2B [Podcast] — Digital Marketing Institute
    • Lee Odden — The Top Content Marketers: 64 Influential & Educational Content Marketing Accounts You Should Be Following — Content Hacker
    • Nick Nelson — 10 Tips for Finding Your Way as a New Entrepreneur — Small Business Trends

    Have you found your own top B2B marketing news from the past week of industry news? Please drop us a line in the comments below.

    Thanks for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.