This blog unpacks the facets that contribute to the essence of B2B events and examines standout examples that underscore their continued value in a digitally transformed world.

Networking: Beyond Virtual Screens

In an age where a firm handshake seems nostalgic, trade shows and conferences offer a refreshing break from the digital monotony. The top takeaway from our analysis resonates loud and clear: face-to-face networking spawns enduring connections. In a realm where virtual connections often lack the personal touch, in-person events stand as a testament to the power of genuine conversations. Whether exchanged during panel discussions, breakout sessions, or casual mixers, these interactions often mature into profound collaborations and partnerships. The impact of a heartfelt conversation cannot be overstated, and it is in these real-world interactions that business relationships find their roots.

In many sectors, revenues from sponsorships and events have exceeded pre-pandemic levels. For example, the BIO International Convention returned to in person events 2022 after two years of virtual conventions. The 2023 advertising revenue is a 20% YoY increase from last year and also a 5% increase of the pre-COVID convention spend during 2019.

Insights Beyond Boundaries

Beyond the allure of handshakes, B2B events host a treasure trove of insights. Professionals from diverse sectors converge, forming an amalgamation of industry expertise. Keynote speeches, workshops, and presentations deliver unparalleled learning experiences. Through these events, attendees gain access to the latest industry trends, groundbreaking strategies, and transformative best practices. This wealth of knowledge equips professionals with tools to navigate an ever-evolving business landscape. The role of B2B events as conduits of insights fosters growth, innovation, and resilience within industries.

Branding in the Limelight

Elevating brand visibility in a crowded market is a perpetual challenge. Here again, in-person events prove their worth. Exhibitors, whether through interactive booths, product demonstrations, or engaging speaking engagements, seize the opportunity to showcase their products, services, and innovations. The impact of a live and interactive engagement on potential leads cannot be overstated. These events offer a stage where brands can imprint their identities beyond the confines of digital and print marketing efforts. In a world saturated with advertisements, B2B events provide the space for brands to be experienced, not just observed.

Exemplary Case Studies: Events That Transcend

As the analysis of B2B events unfolds, several instances stand out, highlighting the undiminished power of these gatherings.

NAHB IBS 2023: Building Connections

The National Home Builders (NAHB) International Builders’ Show (IBS) is a testament to the enduring allure of B2B events. The Las Vegas Convention Center hosted the event, attracting over 70k attendees – the highest in more than a decade as reported by MedaRadar. The presence of over 1.2k companies showcasing 1.3k brands indicates a remarkable 55% YoY increase from the previous year. The re-engagement of 54% of these companies echoes the show’s consistent value proposition. This year’s event saw the arrival of newcomers such as Houzz and Clearlake Capital Group, alongside stalwarts like Haier Group, Fortune Brands, and Berkshire Hathaway. The event’s ad spend surged by 51% YoY, reflecting both confidence and market momentum.

NRF Retail’s Big Show 2023: The Retail Renaissance

The National Retail Federation’s (NRF) Retail’s Big Show 2023 was marked by attendance that exceeded 90% of pre-covid levels, with over 35,000 attendees gathering to glean insights. MediaRadar observed that the event’s 900 exhibitors, presenting 940 brands, showcased a 27% YoY increase from the previous year. The participation of 59% of previous years’ companies, coupled with the inclusion of prominent newcomers like Databricks and FreedomPay, underscores the event’s evergreen relevance. Notably, ad spend for the event surged by 43% YoY, propelled by segments like retailer software, payment technology, and eCommerce software.

BIO International Convention: A Biotechnological Odyssey

The Biotechnology Innovation Organization (BIO) International Convention 2023 painted a vivid picture of the biotechnological landscape. Hosting over 20k registrants and featuring more than 100 interactive sessions, this event was a haven for insights exchange. The participation of nearly 1.4k companies showcasing 1.5k brands marked a 28% YoY increase in brands exhibited according to MediaRadar data. Returning exhibitors like Sanofi, Merck & Co., and GlaxoSmithKline (GSK) contributed significantly to the convention’s essence. Impressively, the convention’s advertising spend escalated by 20% YoY, surpassing even the pre-COVID levels of 2019.

The Intersection of Impact and Opportunity

As the curtain draws on the analysis of B2B event trends, it’s evident that these gatherings stand as intersections of impact and opportunity. The power of personal connections, the wealth of insights, and the canvas for brand visibility converge to form a compelling case for trade shows’ and conferences’ enduring relevance. In-person events offer a multidimensional avenue for success: from expanding professional networks to remaining abreast of industry currents and creating lasting brand impressions. In a world of evolving communication channels, B2B events shine as bastions of human connection, learning, and brand resonance.

This blog provides a clear, data-driven snapshot of 2023’s trends in B2B W/W advertising while offering the actionable insights and knowledge ad sales teams need to succeed in this evolving landscape.

Technology Advertisers Take the Lead

Technology companies thrive on innovation, and their marketing teams typically follow suit. 17k technology advertisers invested 46% ($67.6mm) of the overall  W/W ad spend through July, with more than half of that investment (51% or $34.6mm) coming in March and April. 

Over half of the spending (58% or $39mm+) from technology advertisers came from those promoting business, healthcare, and security software. Advertisers for cloud computing companies such as Amazon Web Services, Google Cloud, and Mission Cloud Services also invested big in B2B W/W advertising ($8.2mm or 12% of spending from the technology sector).

Webinar ad captured on EEWeb July 2023 for AWS (Amazon Web Services) and its Dev Day partner.

Tech advertisers aren’t the only ones investing in webinar and whitepaper advertising

Nearly all the spending on B2B W/W advertising through July (82% or more than $120mm) came from advertisers in four categories. In addition to technology advertisers, advertisers in industrial, professional services, and medical & pharmaceutical also allocated a sizable portion of their budgets. 

Industry and Manufacturing

More than 22.5k industrial advertisers spent nearly $26mm on W/W advertising, with 43% of that investment from advertisers promoting the electronic industry and industrial machinery.

A level deeper, advertisers promoting the electronic industry, such as ADI Group, Behrman Capital, and Rohde & Schwarz, collectively spent more than $2mm in March. For advertisers for Rohde & Schwarz, the investment comes in tandem with the launch of its drone-based analyzer and demo of a test solution at MWC, North America’s largest connectivity event.

Professional Services

More than 20k professional services advertisers, namely, those in consulting, medical & dental, and professional associations, spent $16.5mm to promote their services in B2B webinars and whitepapers.

Specifically, advertisers for business consulting services spent more than $844k, with four providers spending more than $50k: CU Strategic Planning, ExlService Holdings, Oliver Wright International, and Slalom. At the same time, professional associations related to medical & nursing, science, and seniors spent more than $400k.

Medical & Pharma

Over 5k medical & pharma advertisers spent $10.8mm on W/W advertising, with Biotechnology advertisers (10X Genomics, Arxada, and LGC) leading the charge. Advertisers for medical devices and pharmaceutical companies also invested $5.7mm.


Webinar ad captured on BioTechniques, February 2023, for 10x Genomics.

What’s the common thread tying advertisers in these industries to the surge in W/W advertising? 

Webinars and whitepapers give B2B advertisers access to niche and engaged audiences navigating a complex purchase journey. According to more than three-quarters of the customers Gartner surveyed in their guide for CSOs, their purchases were “very complex” or “difficult.” 

For this reason, B2B buyers typically require a deeper understanding of the product or service, which whitepapers and webinars naturally deliver. The engaged nature of audiences consuming webinars and whitepapers can also generate a higher return on investment (ROI). In fact, 37% of B2B marketers listed webinars as a source of revenue, second only to whitepapers. These old-school yet impactful tactics will also help B2B advertisers maintain effective targeting strategies when Google officially sunsets third-party cookies next year. 

Multi-format Strategies Are Still King

While more than 400 companies invested exclusively in W/W advertising through July (10% of the data sample), most companies in our dataset embraced a multi-format strategy. Again, this diversification makes sense given the complex B2B buying journey that almost always takes buyers across many touchpoints.

Overall, advertisers for more than 3.9k companies (90%) that invested in W/W ads also invested in additional formats. 

A level deeper, 700 advertisers who combined to spend more than $11mm on webinars and whitepapers (40% of this group’s B2B media spend of $27.8mm) invested in one other format (40% of these companies went with digital display ads). 

Meanwhile, more than 900 companies placing ads in webinars and whitepapers also promoted their products and services in 5 or more B2B media formats, and although they collectively spent $1.2b, they spent only 6% ($73mm) of that investment on webinars and whitepapers. 

Agilent Technologies, for example, placed ads with 44 B2B media outlets and 323 consumer outlets. 

Agilent Technologies Digital Insights from January to June 2023

A Powerful Pairing: Ad Sales Teams and MediaRadar

Webinars and whitepapers remain a cornerstone of B2B advertising best practices. The key to maximizing the impact of these mediums lies in harnessing precise, real-time data and actionable insights—something that MediaRadar’s ad intelligence tracking offers as an industry leader. 

Our platform empowers ad sales teams to grasp not just the ‘what’ but the ‘why’ behind the strategies of successful companies across diverse sectors, from technology to healthcare and beyond. 

With MediaRadar, ad sales teams have access to a single solution that instantly breaks down advertising data into actionable insights they can use to power their prospecting strategy, review target accounts, and craft meaningful pitches that showcase impactful advertising opportunities. 

Reach out today to learn how MediaRadar can help.

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In today’s unpredictable economic climate, advertisers are meticulously reevaluating their budgets and buying strategies. For some, this stormy landscape has posed a relentless challenge in pinpointing the optimal advertising mix. For others, however, the answer has been strikingly clear: invest in B2B Media.

Since June 2022, B2B Media has welcomed 232k new advertisers. Notably, 53% of these advertisers have opted to anchor a significant majority of their spend with these specialized publishers. But what is the lighthouse guiding them toward this decision?

At its core, it boils down to targeting and trust. B2B Media offers a deeply focused audience — professionals nestled within specific industries, whose purchasing decisions hold significant weight. These are not casual readers; they are thought leaders whose loyalty is earned and cherished.

B2B Media is not merely about ad placements; it’s a broader engagement strategy. These platforms are revered as experts and thought leaders in their spaces, building strong brand recognition and trust that flows downstream to the advertisers they feature. In addition to traditional advertising, B2B Media offers invaluable lead generation options through whitepapers and webinars and holds industry events that are precisely tailored to the unique networking needs of their audiences, reaffirming the adage that people buy from people they know and trust.

B2B Media is proving to be more of a strategic partner for advertisers seeking stability, precision, and meaningful engagement in these turbulent times. In our analysis, we spotlight five advertisers — spanning sectors from Automotive to Finance and Medical & Pharmaceutical — who are significantly investing in B2B Media. For them, this isn’t a scattered, tentative approach; it’s a strategic homecoming to a place where their messages resonate the loudest and clearest.

Notable Advertisers Leading the B2B Charge

1. Roche Holding: A global pharmaceutical and diagnostics company, Roche has embraced B2B media for 30 of its pharmaceutical brands, such as Genentech’s Tecentriq and Vabysmo. Over 60% of the budget for these brands was allocated to prestigious names such as the New England Journal of Medicine, Breastcare Magazine, and Journal of Clinical Oncology. In recent news, Roche Holding announced a groundbreaking partnership aimed at accelerating drug discovery and development through innovative AI-driven solutions. 

Tecentriq print ad appearing in Breast Care Magazine April 2023.

2. Arlington Industries, Inc.: With a headquarters in Scranton, Pennsylvania, Arlington Industries, a provider of fittings, connectors, and electrical products, allocated a remarkable 98% of its ad budget to print ads within the electronic industry. The brand’s presence in notable publications like Electrical Contractor Magazine, EC&M Magazine, and EC&M Electrical Construction & Maintenance reflects a combined 93% of their print investment.  Email and digital display were also down 26% and 8% YoY respectively. Recently, Arlington Industries, Inc. unveiled a new line of innovative electrical connectors designed to enhance safety and efficiency in industrial settings.

Arlington Industries’ Integrated B2B Media Spend during June 2022 – June 2023.

3. Pioneer (Hybrid Seeds): In the agricultural sector, despite a 29% YoY decline, Pioneer invested over 75% of its B2B media ad budget to print outlets. Such names as Iowa Farmer Today and Farm & Ranch Guide received its ad spend. The company’s headquarters in Johnston, Iowa, serves as a testament to its deep-rooted connection to the industry. Pioneer has announced strategic partnerships with agriculture technology (“agtech”) innovators to accelerate the development of cutting-edge solutions for modern agriculture.

Pioneer ad appearing on AgWeb Q4 2022.

4. Ridecell: Based in San Francisco, California, Ridecell is a standout in the automotive software sector. To date they have allocated most of their B2B spend into exhibit space at CES 2023. Ridecell also invested in digital white paper and email advertising during this time. Recent reports highlight Ridecell’s contributions to advancing autonomous vehicle technology through partnerships with leading automotive manufacturers.

Ridecell’s Integrated B2B Media Spend June 2022 – June 2023

5. TransUnion: (Owned by TransUnion Intermediate Holdings) TransUnion, like many advertisers, values trade shows and conferences for their networking experiences. The credit reporting brand was the top sponsor at ANA Masters of Marketing Conference – 2022, eTail West – 2023, among other event sponsorships. At the 2023 Consumer Electronics Show (CES). TransUnion recently introduced new data analytics solutions to empower businesses with insights for smarter decision-making.

Transunion Integrated B2B Media Spend June 2022 – June 2023

Amidst the tides of uncertainty, B2B Media continues to emerge as a steadfast partner, attracting over 232k brand engagements since June 2022, with 53% of these advertisers allocating the majority of their budgets to these niche publishers. This decision is rooted in the precise targeting and credibility that B2B Media offers—connecting advertisers with influential professionals within specific industries. Beyond mere ad placements, B2B Media provides a holistic engagement strategy, including lead generation through whitepapers and webinars, and tailored industry events, reinforcing trust and authenticity. In a world where B2B advertising continues to evolve, these brands serve as inspiration for their strategic investment and engagement within the B2B media space. As Q4 unfolds, keep an eye on these companies that are shaping the future of advertising.

Note: The data presented is based on MediaRadar’s insights and may be subject to change as the advertising landscape evolves.

But the travel industry is back in full swing, and B2B event hosts are opening their doors to thousands of attendees, sponsors, and exhibitors. All in all, experts expect the event industry to return to pre-pandemic levels next year, but B2B event advertising is already heating up. 

Between January and June 2023, advertisers primarily in the technology, B2B industrial, home furnishings, professional services, and retail industries combined to spend $1.1b on event exhibits and sponsorships.

As virtual as the world’s become, it’s clear that companies and marketing teams still relish the opportunity to get facetime with their target audience. 

Advertisers Hit the Road in Q1 to CES and CONEXPO-CON/AGG 

It didn’t take long for advertisers to shift their B2B events budgets into high gear. In Q1, eight events, including CES (Consumer Electronics Show), NRF Retail’s Big Show & Expo, and World of Concrete, received more than $20mm in exhibit and sponsorship revenue.

In January, 4.3k companies spent over $175mm to promote 4.4k brands or product lines at CES. More than 50% of that investment came from advertisers at technology companies, while 15% and 7% came from those in B2B industrial and finance, respectively. Overall, advertisers in these industries spent nearly $128mm at CES 2023, with Movella, Ridecell, and TransUnion coming out as the top spenders (combined spend of $28.5mm).

Ridecell, for example, attended CES to promote its Fleet Transformation Cloud, which helps companies increase productivity, enhance sustainability, streamline operations, and use valuable insights from big data. 

“After many years working with our customers, we know that fleet-driven businesses have put optimizing their operations and vehicle utilization as a top priority in their digital transformation roadmap,” said Aarjav Trivedi, Ridecell President and CEO. “I’m proud of our team’s vision and creation of a one-of-a-kind cloud that delivers the kind of value our customers have been searching for.” 

Movella and TransUnion also contributed to CES’ revenue.

When CONEXPO-CON/AGG kicked off in March, more than 2.2k companies were also there, collectively dishing out more than $68mm at the once-every-three-year conference showcasing everything from asphalt and aggregates to mining and utilities. 

Advertisers for construction equipment and products accounted for more than 35% of that spend (more than $23.6mm), thanks in large part to a lavish display by Caterpillar that showcased more than 30 machines, including model unveilings and battery electric machine prototypes.

Leading up to the conference, Caterpillar Chairman and Chief Executive Officer Jim Umpleby said, “We look forward to showing Caterpillar’s latest construction products and services portfolio featuring advancements to help customers meet their requirements for performance, durability, and economic value.” He continued, “We’ll also demonstrate how we’re supporting customers on their sustainability journey through fuel efficiency and alternative power sources.”

Caterpillar also used CONEXPO-CON/AGG as a chance to show off its Technology, Services, and Sustainability Hubs & Industrial Power Solutions. With The Technology Hub, attendees could experience new and existing Caterpillar technologies, including VisionLink, Cat Command, VisionLink Productivity, Cat Detect, Cat Grade and Cat Payload. Meanwhile, The Sustainability Hub spotlighted the company’s site solution for the energy transition.

John Deere also made a splash at the conference by partnering with Wirtgen to create an expansive and interactive booth experience that spanned 80,000 square feet (see below). The duo put 68 machines on display, including six machines that come equipped with SmartGrade control functionality, 9 compact construction machines, and 9 electric or hybrid machines. 

Leaders from John Deere and the Wirtgen Group also participated in three educational sessions, including one featuring Justin Steger, Solutions Marketing Manager at John Deere Construction & Forestry, titled “How Grade Control Impacts Earthmoving Productivity.”

In addition to the 80,000-square-foot experience, the companies dedicated an additional 10,000 square feet to highlight the future of John Deere technology in the construction space.

B2B Event Spending Continues in Q2

In Q2, six events received more than $14mm in exhibit and sponsorship revenue, including BIO International Convention, NRA National Restaurant Association Show, and RSA Conference USA.

HIMSS Global Conference & Exhibition (health conference) held in Chicago in April also attracted attention from 1.5k advertisers who combined to spend $19.6mm to promote over 1.6k brands or product lines. 

Much of that spending came from advertisers promoting software (43%), information technology (11%), and medical devices (7%), with Epic Systems, Microsoft, and Oracle crowned the three top spenders (combined to spend $1.2mm).

Meanwhile, advertisers for 1.4k companies spent nearly $26mm to promote their products at the National Association of Broadcasters Show in Las Vegas. Consumer electronics (such as film, audio and video equipment) accounted for 32% of the spend ($8.3mm), while software and broadcast technology accounted for 14% ($3.6mm) and 13% ($3.3mm), respectively. 

Ross Video, a company that sells technology and services that power exceptional live video productions, attended the 2023 NAB Show, embracing the theme, “From idea to audience, let’s make it real,” which highlighted the production possibilities unlocked by the range of solutions the company brought to the show. 

What’s on the Horizon for B2B Events? 

The surge in B2B event spending to start the year was expected—a late-2022 report found that 63% of marketers have plans to host in-person events within the next 12 to 24 months, while 48% of respondents said they’d attend in-person conferences in 2023. 

Will this spending on B2B events continue despite the ongoing economic uncertainty and unstable business climate? 

It seems likely. Between now and the ball dropping in Times Square to ring in the new year, several marquee events will welcome attendees, including VMware Explore (August 21 – 24 in Las Vegas), TechCrunch Disrupt (September 19 – 21 in San Francisco),  IAAPA Expos (November 13 – 17 in Orlando), and The SEMA Show (October 13 – November 3 in Las Vegas). 

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The way agriculture advertisers are promoting crops is also evolving. 

In Q1 2023, advertisers for crops spent more than $34mm on B2B media publications, down by 11% YoY. Most of that investment ($23.8mm, or 70%) came from advertisers promoting farm equipment, herbicides, fertilizers, agriculture & farm associations, and seeds. 

Here’s a closer look at how a few of those advertisers—agricultural & farming associations, farm equipment, and seeds—spent on B2B media publications and what it means for agriculture advertising in the post-pandemic world. 

Agricultural & farming associations

The biggest YoY decrease in B2B media spending came from advertisers promoting agriculture & farming associations who collectively reduced their budgets in B2B media by 44% YoY.

The National Corn Growers Association, in particular, decreased spending by 57% YoY, but they could be gearing up for a spending spree as historically top grain producers, including Ukraine and Russia, struggle with output. In fact, experts predict Ukraine’s harvest could fall by more than 50% compared to before the war.   

These losses, according to Aakash Doshi, Head of Commodities, North America at Citi Research, could come stateside. He said, “The Ukraine losses will need to be made up elsewhere over time, including from Russia itself but with a stronger focus on U.S.Canada, Brazil, and Argentina exportable surplus.” 

Advertisers for other associations dealing with similar environmental forces may also find themselves in a position to spend on B2B media publications. 

Advertisers for the Southern Cotton Ginners Association, for example, increased their investment in these publications by 64% YoY despite coming off a historically difficult year for the cotton industry. 

According to the USDA, America’s cotton production was expected to drop to about 14mm bales, down by 21% from last year. 

The challenges have continued into 2023, with ongoing supply-chain issues disrupting the industry’s growth. According to the latest data from the National Cotton Council, U.S. cotton acreage is projected to be down by 170% from last year. 

Farm equipment

Advertisers for farm equipment reduced their investment in B2B media by 9% YoY to $7.7mm, thanks largely to reductions from advertisers at Deere & Company, Kubota, and Unverferth Manufacturing, who pulled back on B2B media publications by 57%, 11%, and 54% YoY, respectively. 

For John Deere, however, the decrease comes at a time of rapid growth. According to the company, net sales grew by 40% in Q4 2022 on the heels of a particularly resilient farming industry.

John C. May, Chairman and CEO of Deere & Company, said, “Deere is looking forward to another strong year in 2023 based on positive farm fundamentals and fleet dynamics as well as an increased investment in infrastructure.” He continued, “These factors are expected to support healthy demand for our equipment. At the same time, we have confidence in the smart industrial operating model and our ability to deliver solutions that help our customers be more profitable, productive, and sustainable.”

The rosy outlook for John Deere—2023’s forecast predicts higher sales—should propel ad spending, but based on Q1, that may not include B2B media. 

For other farm equipment advertisers, however, B2B media will likely be in the mix. In Q1, advertisers for AGCO Corporation increased their investment in B2B media publications by 100% YoY. A level deeper, the advertisers invested nearly $870k across 16 B2B publications, with the largest share (39.7%) going to Successful Farming.

Hybrid seeds

Seed advertisers, including those for hybrid seeds, decreased spending on B2B media by 24% YoY to $3.9mm as advertisers for companies like Beck’s Hybrids (down by 49%) and Corteva Agriscience (spending on hybrid seeds was down by 54%) decreased their investments.

(Note: Corteva’s advertisers increased overall seed advertising by 145% YoY in Q1.)

While spending on B2B media from hybrid seed advertisers is down, there may be fruit on the horizon as the demand for hybrid seeds grows due to their higher yield and resistance to disease.  

As the market grows, advertisers for competing companies such as Biostadt India Limited and Crystal Crop Protection, may follow the game plan of Beck’s Hybrid’s and Corteva Agriscience given their penchant for advertising. In fact, advertisers for these two companies spent more than $10mm on ads through November 2022, representing 35% of the total investment from seed advertisers. 

It’s Not You, It’s Me

There’s no ignoring the environmental forces putting pressure on agriculture advertisers of all shapes and sizes. But there’s also no denying that they’ll spend throughout it all. 

Through November 2022, agriculture advertisers invested more than $153mm, up by 7% YoY compared to the same time in 2021. 

Despite the perseverance, spending on B2B media was down for many advertisers in Q1 2023, which could indicate that these publications are falling out of favor with advertisers as they shift their budgets to channels embraced by younger generations entering the workforce—think social media and OTT. 

While the shift will likely continue to push ad dollars away from B2B media, some advertisers will still find a reason to spend. For example, in Q1, advertisers promoting herbicides and fertilizers increased their investment in these publications by 22% and 32% YoY, respectively. 

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Despite the pandemic getting farther in the rearview mirror, B2B spending has fallen again due to economic turmoil, rising inflation, and declining consumer confidence. As a result, advertisers in some industries, including pharma, software, and insurance, have reigned in their B2B media budgets. Overall, B2B print and digital publications spending decreased by 11% YoY in Q1 2023 ($1.1b down from $1.26b), while the number of advertising buying B2B media fell by 8% YoY. 

That said, other advertisers, especially those in tourism and construction, have upped their investment as their industries stayed relatively insulated from the outside pressure. 

Here’s how those advertisers invested in B2B media in Q1 2023. 

Top Segments Increasing & Decreasing Ad Spend in B2B Media    Q1 2022 vs Q1 2023
Segment	Est. Spend  in millions	YoY	Segment	Est. Spend  in millions	YoY
Building Materials & Tools	$21.2	10%	Pharma Companies	$79	-10%
Chemicals	$21.2	8%	Software	$53	-34%
Colleges & Universities	$18.6	6%	Professional Services	$40.7	-10%
US Tourism	$13.3	126%	Agriculture & Farming	$19.7	-13%
Construction Equip. & Materials	$12.9	89%	Insurance	$14.8	-44%
*Industrial Machinery was flat YoY in Q1 2023 at nearly $28mm.

Tourism Advertisers Lead the Way 

In Q1, tourism advertisers for U.S. cities, counties, and state tourism bureaus increased their investment in B2B media by 126% YoY to $13.2mm as the travel industry sprung back to life.

Advertisers for California Tourism ($2.3mm) and Florida Tourism ($2.4mm) were significant contributors, accounting for 38% of the spend thanks to increases of 187% (to $2.3mm) and 64% YoY (to $2.4mm), respectively. For tourism advertisers investing in B2B media, spending comes in the wake of a year in which the industry rebounded in a huge way. 

At the beginning of 2022, the World Travel & Tourism Council (WTTC) announced its newest economic modeling. Julia Simpson, president and CEO of WTTC, said, “Our latest forecast shows the recovery significantly picking up this year as infection rates subside and travelers continue benefiting from the protection offered by the vaccine and boosters.” 

That positive outlook was spot on. 

Overall, the market size of tourism worldwide totaled around $2 trillion in 2022 and is expected to rise to nearly $2.29 trillion this year. 

The rebound, combined with the demand for travel despite low consumer confidence—74% of American travelers plan to fly domestically by August—should put tourism advertisers in a prime position to spend on B2B media.

Construction Equipment & Materials Advertisers Get Back to Building

Headlines during the pandemic highlighted historically high prices. Used car prices, for example, posted their most significant annual increase ever when they jumped by 45% in the 12 months ending in June 2021.

The construction industry also experienced unprecedented supply-and-demand challenges that took the cost of goods to new heights. According to data from the U.S. Department of Agriculture released in May 2022, wholesale prices for plywood increased from $400 to $1,500 per thousand square feet. 

That undoubtedly impacted how construction equipment and materials advertisers invested in B2B media. However, the industry is back into a higher gear—the construction industry is expected to grow by 6.1% in 2023—and advertisers are spending. 

In Q1, spending on B2B media from construction equipment & materials advertisers increased by 89% YoY. Almost half of that (44%) came from advertisers promoting construction equipment (up by 58% YoY), including newcomers such as Case Construction Backhoe Loaders. At the same time, spending from advertisers pushing industrial concrete, which accounted for 10% of the category’s spending, increased their budgets by 920% YoY. 

Other related advertisers, including those for building materials and tools, including granite, tile, wiring, and power tools, increased spending as well. Advertisers promoting power tools, in particular, increased their investment in B2B media by 12% YoY. Meanwhile, advertisers for fasteners (hardware) increased spending by 34% YoY to $566mm.

Although many construction equipment and materials advertisers started 2023 with a renewed interest in B2B media, rising inflation and supply and labor challenges will put some projects on hold, namely residential properties. Mortgage Bankers Association said applications declined 13.2% for the week ending December 30, 2022, representing the lowest reading since 1996. 

At the same time, companies are pausing the construction of data centers started during the pandemic. In December 2022, Google announced it was pausing construction of its $6mm data center project. Meta made a similar move the same month, announcing it was pausing the construction of the new data center it started building that September. 

The economic headwinds already impacting projects, including at some of the world’s biggest companies, will persist in 2023 and put more pressure on advertisers and how they spend on B2B media. 

What’s it Mean for Everyone Else? 

Not all advertisers are pushing through the economic pressure, shifting buying behaviors, new technology, and overall B2B transformation as well as those promoting tourism, construction and materials. 

Advertisers for advertising and marketing software, for example, decreased spending on B2B media by 25% YoY. Even spending from eCommerce software advertisers dropped in Q1 despite the rise of entrepreneurship during the pandemic.

Meanwhile, advertisers for Exchange Traded Funds (ETFs) and banks both decreased B2B media spending by 35% YoY as financial pressure reduced the demand for their products and services. 

Finally, pharma advertisers, including those for over-the-counter (OTC) medications, pharma companies, and prescriptions, decreased spending by 10% YoY to $79mm. Among the detractors, advertisers promoting breast cancer prescriptions reduced spending by 64% YoY to $3mm, while those for lung cancer prescriptions did so by 62% YoY to $2.3mm. 

For pharma advertisers, the reduction is more likely a reallocation than a sign of trouble. As they increasingly adopt digital, budgets must come from different channels and B2B media may be on the chopping block.

For advertisers cutting their budgets due purely to environmental factors, how they spend on B2B media will continue to align with the market’s ebbs and flows. 

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Retail media networks, for example, are expected to attract $45b in the first half of the year, while Meta’s ad revenue is expected to hit almost $122b this year, up by 8.18% YoY after an unheard-of dip the year before. 

Despite the push from advertisers, not all advertising ecosystems are reaping the benefits of the return to (somewhat) normalcy. 

For instance, ad spending on B2B print and digital media publications dropped by 11% YoY to $1.13b in Q1 2023. 

Still, a select group of advertisers is investing in these publications, including those in the hospitality and energy industries. This article looks at the latter.

Here’s what you need to know about how energy advertisers, including those promoting oil refineries & gas processing plants, electric & natural gas, energy conferences, oil gas & petroleum, and oil & equipment, spent on B2B media publications in Q1 2023. 

Advertisers for Oil Refineries & Gas Processing Plants Restart Their Engines

“I Am Legend,” the blockbuster film starring pre-slap Will Smill, predicted that the cost of gas during the apocalypse would hover around $6.63.

At the time of the film’s release—December 14, 2007—that price likely seemed outlandish. After all, a gallon of gas went for around $3. 

More than a decade later, a gas station in Los Angeles one-upped that prediction, setting the price for a gallon of regular unleaded gas at $6.99. 

It’s safe to say that the oil and gas industry was squarely in the spotlight for much of 2022 as the war in Ukraine, ongoing sanctions, a travel boom, and economic uncertainty drove significant demand for crude oil.  

The natural demand for oil and gas, however, lessened the need for ads—and companies did just fine without them. 

Case and point: Aramco Services Company, Saudi Arabia’s national oil company, reported an annual profit of $161b in 2022, the largest ever by an energy firm. 

With the oil and gas industry correcting course, advertisers are adjusting and their budgets are increasing. 

In Q1 2023, advertisers for oil refineries & gas processing plants increased spending by a collective 800% YoY to more than $1.5mm. Much of that increase came from advertisers at Aramco Services Company, who increased their investment in digital B2B publications by almost 200%. `

Meanwhile, advertisers promoting oil & gas field equipment, including Brandt, Flogistix, and Weatherford International, spent 57% ($295k) on B2B media in Q1 2023 than they did during the first quarter last year. (Brandt, Flogistix, and Weatherford International accounted for more than 63% of that investment.)

When fewer ads are a good thing 

We often associate a reduction in ad spend with trouble on the horizon, but if history repeats itself, which it usually does, less spending from oil refineries & gas processing plant advertisers could be a good thing—at least for them.

In 2022, when demand rose, ad spending dropped. 

Demand for oil is expected to balloon in 2023, thanks in large part to rebounding air traffic. 

In fact, following an 80 kb/d (thousand barrels a day) contraction in Q4 2022, world oil demand growth is expected to grow from 710 kb/d in Q1 2023 to 2.6 mb/d in Q4. 

If advertisers flip back to the same page in their playbook, ad spending will drop as demand goes up. 

Energy Conference Advertisers Make Their Grande Re-entrance 

The value of the B2B trade show market declined from $15.5b in 2019 to just $3.8b in 2022, representing a staggering ~75% dip in just a year. Unsurprisingly, advertisers for energy conferences weren’t spending on B2B media. 

With conferences back in full swing, advertisers are re-entering the picture. 

According to Emerald Holding, Inc, a company that organizes B2B trade shows, revenues jumped by 124% YoY to $325.9mm. The company also estimates that revenue will reach $400mm this year.

Emerald’s Chief Financial Officer, David Doft, said, “Emerald’s full-year 2022 earnings results reflect the events industry’s continued and strong post-pandemic recovery, further validating the immense value of in-person experiences.” 

It’s not surprising, then, that advertisers for energy conferences, including Power-Gen International Knowledge Hub, Hart Energy Conferences, and the Connected Plant Conference (Access Intelligence), started strong in Q1 2023, increasing their budgets in B2B media by 70% YoY to $694mm.

Further increases are certainly on their way.  

Doft continued, “More importantly, Emerald’s strong exhibitor pre-booking trends, coupled with the significant increase in buyer attendance we have seen since the New Year, are highly encouraging and indicate significant growth potential in 2023.” 

He attributes much of that growth to easing supply chain constraints, the return of travel, and the ease of any COVID concerns keeping attendees at bay. 

Down But Not Out

Energy advertisers didn’t universally up their investments in B2B media in Q1 2023.  

Advertisers for energy power & natural gas, for example, decreased spending by 18% YoY to $1.1mm, while those promoting oil, gas, & petroleum did so by 54% YoY to $328k. 

For advertisers who were down and out on B2B media to kick off 2023, their reluctance doesn’t mean they aren’t advertising. 

Advertisers for Williams Companies (electric power & natural gas), for example, decreased spending on B2B media by over 99% YoY in Q1 but still invested in consumer print and digital display. 

At the same time, advertisers for Chevron Corporation decreased spending on B2B print by 89% YoY, while upping their investing in digital media by 12%.  

Regardless of their strategies in Q1, all advertisers driving B2B media spend—oil refineries & gas processing plants, electric & natural gas, energy conferences, oil gas & petroleum, and oil & equipment—may find a new level of appeal in the format as the year goes on. 

Not only could B2B media offers a more affordable alternative, especially to mainstream digital channels, but it’ll give advertisers an effective way to reach B2B buyers with precisions without third-party cookies.

For more insights, sign up for MediaRadar’s blog here.

The reduced demand greatly impacted how much hospitality advertisers, including those promoting restaurants, resorts, and hospitality management training and software, spent on B2B print and digital ads. 

Although the World Health Organization (WHO) has yet to rip the pesky “pandemic” tag from the coronavirus, the tourism industry is back in full swing, and hospitality advertisers are spending like it’s the good old days. 

In fact, based on MediaRadar’s analysis of nearly 1,900 B2B print and digital publications, hospitality advertisers increased spending by 39% YoY in 2022 to $52.6mm on B2B ads, with major leaps in November (78%) and December (73%). 

True to form, they’ve kept their wallets open in 2023. 

B2B Hospitality Advertising Soars into 2023

Through February 2023, almost 550 hospitality advertisers spent more than $7.7mm on B2B traditional print and digital ads, representing a 33% YoY increase from the same time last year.  

Advertisers in three categories—hotels, resorts, and hospitality groups—accounted for $5.2mm or 67% of the investment. 

To offset the lost revenue from fewer bookings, advertisers for major hotel chains, such as Hilton Worldwide Holdings, Hyatt Hotels Corporation, and Marriott International, ramped spending considerably for their hotel names. Through February, they increased their budgets by 129% to nearly $2.5mm. 

“To no surprise, the hurt continued and intensified for hotels around the country,” said Jan Freitag, STR’s senior VP of lodging insights. “The performance declines were especially pronounced in hotels that cater to meetings and group business, which is a reflection of the latest batch of event cancellations and government guidance to restrict the size of gatherings.”

Overall, the occupancy rate of the hotel industry in the U.S. dropped by 33% in 2020, and according to STR, revenue-per-available-room hit an all-time low. 

At the lowest point of the pandemic, Annette Nichols, general manager of Hyatt Place Rogers/Bentonville, closed her hotel’s top three floors and let go 90% of the staff. 

She said, “We dropped from 100% occupancy Monday through Wednesday nights and 80% on Thursdays, down to maybe 15% to 20% per night.”

As if the pandemic-induced challenges weren’t enough to send hospitality advertisers into a tizzy, most are still going toe-to-toe with online marketplaces (Airbnb, Vrbo, etc.) that are also licking their wounds but also fighting to woo the public back in their favor. 

Although these online marketplaces have steadily gained market share—Airbnb accounted for 18% of the total U.S. lodging revenue in 2020—they’ve encountered a handful of challenges related to regulatory changes, safety concerns, and rising prices. 

These factors are pushing some people back to hotels, which will likely put advertisers for these online marketplaces into a higher gear. Certain hotel advertisers must respond in kind, which may mean more dollars toward key B2B print and digital ecosystems. 

And this doesn’t even consider that many people will forgo vacations amid the unstable economy and fluctuating inflation. 

Resort advertisers are in a similar boat

Resorts were hit hard by the pandemic—MGM Resorts’ revenue, for example, dropped by more than 50% in 2020. 

But the environmental forces pressing many hotels and online marketplaces (and their advertisers) right now won’t necessarily have the same impact on resorts. 

People dishing out extra cash for all-inclusive packages and resort fees are less likely to have Airbnb and other home-sharing platforms on their radar. After all, price is one of the biggest draws of home-sharing platforms. 

Much of resorts’ target demographic is also less likely to put their vacation on hold while the economy rights itself. 

Because of resorts’ unique position in the lodging market, they’re not as central in the battle for market share, but that’s not to say their B2B ad dollars are drying up. 

In 2022, resort advertisers increased spending on B2B media by 52% YoY, thanks to triple-digital budgets from those at Hilton WW (The Diplomat Beach Resort, etc.), Unique Travel Corp (Beaches Turks & Caicos, Sandals, etc.), Marriott International (Atlantis Paradise Island, The Westin La Paloma Resort, etc.), TRT Holdings (The Omni Homestead Resort and Omni PGA Frisco Resort), and Palace Holding (Le Blanc Spa Resort Cancun).

The lessened pressure does mean, however, that advertisers may be open to “less proven” channels across all formats, like OTT and CTV advertising. 

A Healthy Appetite for B2B Print and Digital Ads

Digital ad spending is expected to grow by 10.5% in 2023, and some of that growth will come due to the comeback of hospitality advertisers.

Through February, advertisers from big names, such as Resorts Casino Hotel (Mohegan Tribe of Indians Connecticut), Hilton Worldwide Holdings, and Hyatt Hotels Corporation, increased their digital display budgets by 39%. (The three brands above collectively spent over $790mm+ on digital advertising through February 2023.) 

For advertisers across the hospitality industry, B2B digital ads allow them to run seasonal- and destination-specific campaigns, bring their stories to life in visually stunning ways, and target with precision. 

But despite the digital dominance, hospitality advertisers are still spending on traditional formats. 

Through February, hospitality advertisers increased their investment in B2B print publications like Smart Meetings, Travel Weekly, and Prevue by 27% YoY. 

Advertisers could be following their contemporaries in other industries who are returning to their traditional roots in light of increasing competition, diminishing trust in digital ads, and the downfall of third-party cookies. 

They could also be keeping their roots alive and banking on the idea that B2B media will remain a source of inspiration and influence for travelers, especially among affluent and older travelers who still fancy print and TV.

That’s sound thinking for older generations, but not so much for younger ones privy to just about everything to do with technology—and nothing to do with the opposite. 

With young people expected to hit the road, sea, and sky more than anyone else this year, hospitality advertisers would be wise to bring more of their ad dollars where the next generation is spending their time—and that’s online. 

Regardless of where hospitality advertisers spend their budgets for the remainder of 2023, there’s no doubt that travel is back, consumers are ready to spend, and brands are ready and raring to go, ad dollars in hand. 

For more insights, sign up for MediaRadar’s blog here.

Supply chain disruptions, the war in Ukraine, lingering pandemic concerns, unstable inflation, and a recession have caused a perfect storm—or nightmare—for advertisers. Many are seeing their advertising budgets slashed as a result. 

Meanwhile, other advertisers are finding every opportunity to spend. 

Travel advertisers, for example, are increasing their investments as people pack their bags with confidence for the first time in years. 

At the same time, education advertisers are boosting their budgets in tandem with layoffs and the Great Resignation shaking up the job market.  

You can add B2B industrial advertisers to the list of those weathering the uncertainty. 

While their YoY spending increase was modest, they could find themselves in a prime position to spend in 2023. Here’s what you need to know about the state of B2B industrial advertising.

MediaRadar Insights on B2B Industrial Advertising in 2022

Nearly 25K B2B industrial companies spent $1.9b on ads in 2022, representing a 4% increase both in spending and the number of advertisers. 

Advertisers in three industries drove this increase: agriculture, energy, and industrial machinery. Collectively, these advertisers spent $652mm, or 34% of investment from all B2B industrial advertisers in 2022.  

Agriculture and farming advertising

Agriculture and farming advertisers spent nearly $169mm in 2022, a 6% YoY increase, thanks to big investments from advertisers promoting equipment, seeds, and industrial tractors/mowers/UTVs. Advertisers in these categories accounted for 65% of the total agriculture advertising investment in 2022.

Equipment advertisers

Ad spending on agriculture and farming equipment saw the most significant jump, increasing by 74% YoY to almost $69mm. The double-digit increase comes on the heels of surges from John Deere and Kubota advertisers, who increased spending by 232% and 1,123% YoY, respectively. 

Overall, agriculture and farming equipment advertisers divvied up their ad dollars fairly evenly between traditional and digital formats.

In 2022, they spent $27mm (39%) on TV, $23.8mm (35%) on print, and 26% ($17.8mm) on a mix of digital media (display, online video and social media).

The sizable investment from equipment advertisers makes sense given the market’s size—the market was valued at $156b in 2021—but it also speaks to shifting consumer behaviors.   

A recent survey found that 50% of farmers want to try new products and technology to improve their operations. This willingness to venture off the beaten path started during the pandemic but will persist in 2023 as farmers look for ways to drive efficiencies during a down economy. 

John Deere is making huge waves by setting up a booth at CES to promote its robotics-based fertilizer systems and new eclectic excavator. The company is also pushing into satellites to help farmers track productivity and crop performance. 

Finally, advertisers for industrial tractors, mowers, and UTVs decreased spending by 37% YoY. That said, advertisers for Kubota increased spending by 8% YoY, which could signal more ad dollars on the horizon.  

Seed advertisers

Unfortunately, some agriculture and farming advertisers didn’t see their budgets increase in 2022, including the 160 seed advertisers. For the second year, seed advertisers spent around $20mm.

Interestingly, advertisers for the two top spenders—Bayer AG and Land O’Lakes (Croplan)—embraced radically different strategies. 

While Bayer AG decreased spending by 20% YoY, Land O’Lakes (Croplan) boosted its investment by more than 500%. 

Overall, seed advertisers leaned heavily into print (72% or $16.4mm), which makes sense given the traditional buying behaviors of farmers and their fondness for in-person meetings. At the same time, they spent roughly 27% of their $6mm budget on digital and 0.5% on TV. 

While traditional ad formats will continue to make hay, the pandemic-induced shift underway in the industry is likely to push more ad dollars to digital formats as farmers and brands alike take aspects of their operations online.

Energy advertising

Over a thousand energy advertisers spent more than $235mm in 2022, representing a 6% YoY increase. 

The advertisers driving this category came from companies promoting electric power & natural gas energy, energy, and oil, gas and petroleum, who combined to spend $153.5mm, or 65% of the investment from energy advertisers. 

A level deeper, oil, gas, & petroleum advertisers increased spending by 5% YoY to nearly $60mm. 

Of the advertisers spending the most—Chevron Corporation, Exxon Mobil Corporation, and Marathon Oil Corporation—Chevron’s ad team was the only one to see their budget rise. In 2022, advertisers increased spending by more than 100% YoY, while those for Marathon and Exxon Mobil decreased spending by 47% and 21% YoY, respectively.

It’s worth noting that the oil industry had a massive year, earning nearly $200b in profits. Butprofits aren’t always a leading indicator of rising ad budgets. 

Here’s proof: Exxon Mobil’s profits in 2022 increased by more than $32b.

Finally, advertisers for electric power & natural gas energy spent just shy of $55mm, representing a 29% YoY increase from last year in light of the continued spotlight on alternative forms of energy. 

Industrial machinery

More than 4k advertisers for industrial machinery companies spent $247mm in 2022, representing an 8% YoY decrease. 

The top spenders in this category included those promoting robotics, industrial machinery, and measuring & monitoring instruments, who collectively spent $78mm, or 32% of the investment from industrial machinery advertisers. 

Interestingly, despite the push for all things robotic, highlighted by John Deere’s anticipated presence at CES, advertising on related products dropped by 18% YoY in 2022. 

Advertisers from Keyi Tech, Knightscope, and Miso Robotics combined to spend $15.5mm, or 54% of the total investment from robotics advertisers.  

However, that decrease would be greater if it weren’t for advertisers for Miso Robotics increasing their budget by 67% YoY as the company stepped in to help fast-food labor shortage and Amazon test robots.

Industrial machinery advertisers followed their contemporaries in robotics with a decrease of their own, thanks primarily to reductions from HILLS (down by 100%) and Mitsubishi Group (down by 60%). 

Finally, advertisers for measuring & monitoring instruments increased spending by 48% YoY to $22mm. Advertisers for Amber Agriculture, Keysight Technologies, and Vista Equity Partners each spent more than $1mm in 2022. 

That said, advertisers for Vista Equity Partners took it to another level by increasing their budget for its LogicMonitor by more than 800% YoY after acquiring a controlling stake in the SaaS-based monitoring platform in April.

B2B Industrial Advertising Should Hold Steady in 2023

The U.S. runs on industries like agriculture, energy, and industrial machinery. That won’t change, no matter how unstable the world becomes. 

If 2022 taught us anything about how B2B industrial advertisers will respond to more uncertainty in 2023, it’s that they’ll remain cautiously optimistic. While they’re certainly feeling the outside pressure, their products are in too much demand for their ad strategies to turn off completely.   

For more insights, sign up for MediaRadar’s blog here.

Those sole use cases are too narrow-sighted for 2023. 

Today, content is spreading its wings into the publishing world as the likes of The Wall Street Journal tackle a two-headed monster only branded content studios can fend off. 

The two-headed monster: 

1. Publications are struggling with declining ad revenue as Google, Apple, and others batten down the hatches on their data.
2. Advertisers are scrambling to figure out how to deliver effective ads without third-party cookies.

These all-too-real challenges are putting a premium on branded content studios. They’re giving publications an extra revenue stream, but also enabling advertisers to continue delivering thoughtful campaigns to consumers.

What Are Branded Content Studios for B2B Publications?

Branded content studios are in-house services offered by publications that allow advertisers to create native-like ads that engage the publication’s niche audience. Branded content studios also provide B2B publications with a revenue stream that can help them weather declining ad revenue and deliver ad experiences their users demand. 

Supply and Demand for Branded Content Studios

The demand for branded content studios is being met across verticals, and media types as publishers tap new revenue streams and advertisers prepare for the downfall of third-party cookies.

Meta (formerly Facebook) recently introduced Meta Boost Small Business Studios to help oft- understaffed advertisers make the most of their ad dollars. 

Meanwhile, Snap launched a global creative studio, Arcadia, to help brands with augmented reality (AR) advertising on Snapchat. 

But content studios have their place beyond social’s walls, and a growing number of B2B publications are touting their services. 

Why? Because they have to. 

The demise of third-party cookies is putting a crunch on publications’ ad revenues. For example, the New York Times Company saw digital ad revenues decline by 2.4% in Q2 2022. While that decrease seems insignificant, when a long-standing industry giant starts treading water, you know trouble is on the horizon, especially for smaller publications that rely on ad revenue to stay afloat.  

Branded content studios can help replace some of that lost revenue.

According to Digiday’s Olivia Morley, content packages at Business Journals range from $5k to $70k. 

Without third-party cookies, advertisers have a less surefire way to engage their target audience across these publications. 

What do they do? Shift their ad dollars to ecosystems with the targeting capabilities necessary to find the needle (their customers) in the haystack (the internet). Some of the increasingly appealing options are OTT, Facebook, Twitter, and Snap, given the availability of first-party data.  

Long story short, branded content studios will keep publications profitable and provide advertisers with a way to get in front of their target audience without third-party cookies—and do it in the native-like way consumers find appealing.  

In fact, 68% of consumers trust native ads seen in an editorial context, compared to 55% for ads on social media.

But what does branded content coming from these studios look like in practice?

The Growing World of Branded Content

Publishers do clarify when articles are branded and paid for, but the content itself largely reads like any of the many ‘how to’s or ‘what’s new’ articles on these B2B platforms. 

Fast Company, for example, published a video and article showing how Pzifer is using data, AI and ML technology to boost innovation. 

Meanwhile, The Wall Street Journal worked with Slack on a campaign called ‘Channeling Innovation.’ The campaign launched a number of case studies and ‘how-to’ articles designed to spark conversation around collaboration and enterprise operations. 

Examples of B2B Branded Content Studios

• The Trust covers The Wall Street Journal and Barron’s platforms, translating into in-depth campaigns across multiple media formats. 
• FastCo. Works bills itself as ‘progressive’ business news, letting brands push content around innovation, social campaigns and more. 
• The Business Journals Content Studio is positioned locally to reach small businesses across the US. 
• Bloomberg Media Group focuses on business news, meaning branded B2B content has a natural fit on the platform. 
• Forbes Content & Design Studio is an in-house creative team responsible for producing content solutions across digital, video, social and print that help brands connect to their target audience.

Outside of these digitally-oriented publications, most major news publications and channels now have branded content studios available for their advertisers — The Washington Post, The New York Times, and CNN, among them. 

Plenty of podcast publishers (like Gimlet, Midroll and PMCC Inc.) have launched their own brand studios to create compelling audio around long-form native advertising. 

Publishers of all shapes and sizes have seen their advertisers’ need for quality branded content — and they’re now pitching the solution. 

For more insights, sign up for MediaRadar’s blog here.