B2B selling can be complicated—especially when it comes to technology-based products and services. Video, photos, and graphics are an effective way to communicate complex ideas. The best B2B marketers are combatting complexity by creating content that educates the potential buyer in a compelling, easy-to-understand way.

Advertisers worldwide are expected to spend $29.8bn (£23.2bn) on online video in 2018, according to WARC’s latest global ad trends report.

The figure represents a year-on-year hike of 27.5%, while the majority of ad dollars will be directed at the rise of mobile video bought via social media platforms.

The $29.8bn (£23.2bn) will account for around 17.5% of the $170bn (£132bn) which is expected to be spent on all video advertising in 2018.

That’s compared to just over 1% in 2010, and it will continue to see a rise with online video consumption expected to grow from 66.5 minutes per day to 84.1 in 2020.

50% of B2B search queries today are made on smart phones. That figure will grow to 70% by 2020.

Mobile drives, or influences, an average of more than 40% of revenue in leading B2B organizations.