Programmatic Advertising Users


Programmatic advertising levels the playing field for small businesses. Programmatic is lower cost than most traditional channels, offers deep targeting options and is easy to use. It helps small businesses advertise with a sophistication of a large brand or company. Small businesses are increasingly using programmatic advertising as a core part of their digital advertising. BIA/Kelsey’s report looks at small businesses that use programmatic to get a deeper understanding of what other marketing and advertising activities they engage in. Besides how much and what small businesses spend on adverting, this report are also explores how small business buy programmatic and other advertising services. This report is key for sellers of programmatic advertising working with small businesses, including agencies. An in-depth discussion on complementary products and future marketing behaviors is included.

Content Summary

Included in the report on small businesses use of programmatic advertising is key data from BIA/Kelsey’s Local Commerce Monitor (LCM) survey of small businesses. BIA/Kelsey’s survey tracks more than 55+ different advertising products and services that roll up into these 10 top-level groups:

  • Online advertising (e.g., search, display ads, blogs)
  • Traditional advertising (e.g., direct mail, newspapers)
  • Print and online coupons
  • Broadcast advertising
  • Giveaway items
  • Video advertising (e.g., website videos, YouTube)
  • Mobile advertising (e.g., search, SMS, display)
  • Social advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Print and digital directory advertising
  • Community sponsorships and advertising

Who Should Read This Report?

  • Executives in charge of marketing and/or product development targeted to small businesses
  • Senior leaders evaluating opportunities in the small business marketplace
  • Any executive with a role in selling programmatic
  • Anyone focused on the trends and direction of SMBs that use programmatic