B2B Media & Information Industry Up 2.7% to $28.35 Billion

For Immediate Release
PR Contact: Farrah Ahamad, 202-684-3273,
SIIA Contact: Allison Bostrom, 202-789-4466,

B2B Media & Information Industry Up 2.7% to $28.35 Billion
Digital Advertising’s Growth Puts it on the Brink of Passing Print Advertising

WASHINGTON (August 2, 2016) – Digital advertising revenue in the B2B media industry has increased to the point of nearly catching up with print advertising revenue, according to a new report from Connectiv, the Business Information Association—formerly ABM and SIIA Content & Information Services Division—a division of the Software and Information Industry Association, the principal association representing the software and digital content industries. Connectiv’s Business Information Network (BIN) revenue report for 2015 finds that digital advertising revenue rose 17.4 percent, reaching a new high of $6.3 billion – just shy of the $6.4 billion generated from print advertising during the year.

Overall, B2B media and information industry revenue rose 2.7 percent to $28.35 billion in 2015, compared with $27.6 billion in 2014. Within the digital advertising category, the most significant growth was in account-based marketing and digital marketing services, as well as data-driven advertising packages and native advertising. While still well behind digital advertising, the data and information services category also saw positive growth – jumping 2.7 percent to $3 billion.

Matt Kinsman, Vice President of Content and Programming for Connectiv, commented, “Look for revenue from data and information services to grow significantly over the next four years. In fact, by 2020, the majority of Connectiv members will classify themselves as ‘business information services’ rather than ‘business media.’ These publishers have made an aggressive push to acquire data-focused companies in recent years, and they tell us that paid content, data and information services will soon be the second largest revenue stream after events.”

Even with the strength across digital categories, the events category remains the single largest revenue stream and is twice as profitable as any other category.  The report shows expositions in the events space are still important, but revenue from a mix of conference-expo hybrids, hosted buyer events, awards programs and online learning and training will increase.

Read more about the BIN report here.

The BIN report combines data from several sources. Event revenue is supplied by CEIR; print advertising data is provided by publishing service bureau IMS. Data on B2B digital advertising is estimated by Connectiv based on information provided by the IAB and the data component of the BIN report is provided by Outsell, supplemented by publicly available data and Connectiv estimates.

Connectiv (the Business Information Association, a division of SIIA) is the only global business information association that accelerates innovation for leading and emerging content, data and technology companies. Connectiv helps members move faster and smarter with collective knowledge, access and resources. We move business forward by providing the essential information and services that are pivotal for millions of global businesses to make the right decisions to drive commerce. Connectiv membership represents over 200 world-class business information companies who reach an audience of more than 100 million professionals. These companies drive more than $20 billion in annual revenues, and their collective industries represent a $400 billion global market. SIIA is an umbrella association representing 800+ technology, data and media companies globally. For more information, visit siia.net/connectiv.