SUMMARY

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.

Highlights

1. In a landscape of higher media costs, SMBs should not stop advertising, but they do need to make every dollar work harder.

2. 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.

3. Case studies examine how a confection manufacturer and a cereal maker used purchase-based audiences and cost-effective digital ads for successful holiday campaigns.

4. This approach enabled these budget-strapped companies to achieve a higher return on advertising spend (ROAS) and improved sales lift.

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