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Display ads produced by B2B advertisers are viewed 68% by men, only 17% on desktop

Display ads produced by B2B advertisers are viewed 68% by men, only 17% on desktop
21 November 2019 (Edited 21 November 2019)

52% of B2B ad views are by persons aged 25-44

A new report by Boston-based software-as-service company SEMrush shows that business-to-business ads that are produced by advertisers and displayed on third-party sites on the Google Display Network (GDN) - which reaches 90% of Internet users worldwide - are viewed 68.4% by men, and 83% on mobile devices.

The SEMrush findings are based on 96M impressions of ads that were produced by 61,462 B2B advertisers and displayed during the past 3 months on third-party sites on the GDN across almost all English-speaking countries including the USA, UK, India, Canada and Australia.

Key findings:

  • Ads were viewed 68.4% by men, 31.6% by women.
  • 52% of ad views were by persons aged 25-44.
  • Earlier research found that 46% of persons aged 18-34 prefer video as the primary form of brand communications, and men prefer brighter colors in ads than do women.
  • Advertisers reported that B2B audience members were also interested (presumably from a B2C perspective) in:
    • Home and garden (29%)
    • Internet and telecom (16%)
    • Computers and electronics (13%)
    • Jobs and education (6%)
    • Autos and vehicles (6%)
  • Devices used to view B2B advertisers' ads on third-part sites were:
    • Mobile android (23%)
    • Mobile iOS (20%)
    • Tablet Android (20%)
    • Tablet iOS (20%)
    • Desktop (17%)
  • Most popular ad sizes were:
    • 720x90px Leaderboard (39%)
    • 300x250px Medium Rectangle (20%)
    • 336x280px Large Rectangle (16%)
    • 468x60px Banner (14%)
    • 160x600px Wide Skyscraper (11%)
  • Responsive ads dominated (80%) vs. image ads (20%).


Takeaways here for B2B advertisers are:

  • Begin with the assumption that your prime target group is men aged 25-44 who will view your ads on small screens and like bright colors in ads.
  • Use responsive ads for optimal results across devices.
  • Test Leaderboard and Medium Rectangle ads first.
  • If budget permits, place some ads on B2C sites - but considering mainly male target demographic, maybe initially pass up Home and Garden sites.
  • But be aware of differences among industries, and fine-tune advertising as you begin to accumulate data.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.

David Boggs    - David
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