Institute of Marketing Communications India®

The Big Techs are turning towards small advertisers

Big Techs, exemplified by Meta and Google, have launched new tools for small advertisers while expanding their influence among various small businesses. This shift in advertising strategies marks a significant transformation in the digital landscape, offering new opportunities for stakeholders.

According to the EY-FICCI M&E Report 2024, SMEs increasingly allocate their advertising budgets to digital platforms like Google, Facebook, Flipkart, Amazon, and Just Dial. These platforms now serve a substantial number of SME advertisers, with spending starting at INR 20,000 per year.

This trend signifies a pivotal change, with SMEs contributing up to 40% of the digital advertising expenditure. Tech giants rely on SMEs for over 30% of their ad revenues, fostering a symbiotic relationship.

This strategic focus on small businesses aims to sustain growth amidst evolving advertising dynamics. As SMEs prioritize digital platforms, projections anticipate robust growth in digital advertising expenditure, with SME spending expected to surpass overall digital adex growth.


Telephone: +91 9650304949.

IMCI Newsletter

Newsletter Archive- view