Ad industry surpasses pre-pandemic levels in consuming B2B content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 21, 2020, 2:11 AM UTC

Analysis of weekly increases in content consumption from Bombora reveals an upwards trend for B2B content.

The ad industry’s interest in consuming business-related content has surpassed pre-pandemic levels, the report finds. While interest in B2B content dropped at the end of March, following work-from-home protocols, interest levels since then are trending upwards.

Michael McLaren, CEO, Merkle, states interest in some subject matters is growing faster than others. Demand generation has increased among brands, as they evaluate ways “to pivot existing demand generation efforts”.

Local marketing and social listening also spiked among brands, as they look to advertise and market in areas that are reopening. LinkedIn reported an increase in applications in healthcare after it allowed front line employers to post jobs free of charge.

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