Digital + Outdoor top media combo for SME category, says report

A report by The Media Ant also finds Campaign Performance Measurement the most challenging in these mediums for the SMEs

Indian small and medium sized businesses have emerged as top contributors in the advertising sector. The Indian SMEs Advertising Survey 2021 conducted by The Media Ant focuses on the advertising preferences and challenges faced by the Indian SMEs who are often restricted by the budget and resources. 

The digital medium emerged as the most preferred medium to advertise by Indian SMEs with 79% respondents claiming to include Digital Advertising to their media plan in 2021, while about 7% respondents expressed their interest in advertising on all the 5 platforms- television, digital, print, radio and outdoor and Digital + TV and Digital + Outdoor have emerged as the two-top combination of advertising media.

Despite Television and Outdoor Advertising being top preferred media for branding, Outdoor is considered as the best hyperlocal media for branding for Indian SMEs, as per the report. 

However, SME advertisers find Campaign Performance Measurement the most challenging in these mediums hence OOH campaigns seem limited in their scope for branding in comparison with performance.