As part of The Drum’s B2B Focus Week, we’re using insights from Kantar’s Marketplace, an automated market research platform, to look closer at creative trends and effectiveness in this exciting category.
B2B advertising has reached new heights, proving that impactful campaigns blend rational messaging with creativity and emotional appeal. Kantar’s analysis shows that B2B ads often outperform consumer campaigns, resonating with audiences who are business decision-makers but still appreciate entertaining and memorable content.
“Ads researched with business audiences see higher results overall in terms of both short-term performance marketing, scoring 30 percentage points above average, and building future demand for the brand at 43 points above average,” explains Polly Wyn Jones, global knowledge manager creative and media at Kantar.
“The examples we have highlighted show how B2B ads have moved on to a better understanding that they need to entertain, engage and sometimes amuse in exactly the same way ads directed at consumers do. Despite sometimes having more specific messages to …