Amid COVID-19, 60% of UK SMEs are using paid digital advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 11, 2020, 12:36 PM UTC

One in seven, small and medium enterprises (SMEs), report their knowledge and ability to use digital as “not good”, as per International Advertising Bureau (IAB).

The report states, 60% of SMEs in the UK now use paid digital advertising. Half of the SMEs report an increased importance of digital during the crisis. Overall, 45% of all digital ad spend comes from SMEs.

67% of businesses use free digital tools, besides paid ads. 63% of those that use digital tools believe digital provides good ROI. 70% of SMEs consider communicating with customers important during the pandemic. Social media emerged as the most-used paid digital channel.

However, 40% of SMEs reported not using paid digital ads at all. Those who used paid ads, averaged around 1.3 channels. Further, broadcaster Sky pledged an extra £1.5 million to fund free, targeted advertising for SMEs.

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