Small and medium-sized businesses (SMBs) face real challenges as they make fall media plans. Foremost among them is the high cost of digital ad buys right now, a problem exacerbated by midterm election ads and competition from deeper-pocketed competitors ramping up their holiday advertising.

This IRI report provides information on how SMBs can navigate this environment to more successfully — and affordably — market their products and services by harnessing the power of purchase-based audience targeting.


  • In a landscape of higher media costs, SMBs should not stop advertising, but they do need to make every dollar work harder.
  • Learn the pros and cons of platforms that include programmatic ads, connected TV, paid social posts, Google Ads, cost-per-click display ads and in-store activation options.
  • Case studies examine how a confection manufacturer and a cereal maker used purchase-based audiences and cost-effective digital ads for successful holiday campaigns.
  • This approach enabled these budget-strapped companies to achieve a higher return on advertising spend (ROAS) and improved sales lift.