Small and Medium Enterprises (SMEs) find Canadian Television (CTV) increasingly vital, according to Balbach.
In the dynamic world of advertising, Small and Medium Enterprises (SMEs) are making a significant impact, according to a recent survey by Kantar. The SME sector is embracing a more dynamic advertising strategy than the overall market, with a focus on digital advertising that is evident in the growth of digital video content and Digital Out-of-Home (DOOH) advertising.
The survey reveals that digital formats, particularly in the video content sector, are increasingly popular among SMEs. This shift is reflected in the market share, with online advertising maintaining the strongest position at 45%, followed closely by TV advertising, including connected TV and addressable TV, with a 32% share.
The rise in connected TV and addressable TV usage suggests a preference for flexible, controllable digital advertising formats within the SME sector. In fact, connected TV saw a staggering 188% increase in order volume with Crossvertise, while addressable TV grew by 66%.
Out-of-home advertising also holds a notable position in the SME sector, accounting for 15% of the media mix, above the industry average. Maximilian Balbach, Co-CEO of Crossvertise GmbH, highlights the expanded significance of digital out-of-home and connected TV in SME marketing. He reaffirms that out-of-home advertising remains a key pillar in the media mix.
Interestingly, the classic media follow far behind in the media mix of SMEs. Radio reaches 2.16%, cinema 0.49%, and print a mere 0.16%. In contrast, the out-of-home sector is seeing a shift towards digital, with a 24% increase in order volume for digital out-of-home (DOOH).
Balbach states that SMEs are leading the digital transformation of the advertising landscape. The growth in digital video content and DOOH indicates a continued focus on digital advertising by SMEs. DOOH offers a strong combination of relevance, reach, and target group accuracy in the SME sector.
Nielsen reports that the German advertising market remained stable in the first half of 2025, suggesting that the shift towards digital advertising by SMEs is not at the expense of the overall market. Instead, it appears that SMEs are increasingly shifting their advertising budgets to digital and flexibly controllable channels.
In conclusion, the SME sector is driving the digital transformation of the advertising landscape, favouring digital formats such as digital video content and DOOH. This shift towards digital advertising is not only changing the way SMEs advertise but also reshaping the broader advertising market.
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