New Delhi, Jul 9 (KNN) The Federation of Indian Micro and Small & Medium Enterprises (FISME) today hosted a high-impact expert workshop in New Delhi, focusing on improving transparency, data reliability, and return on investment (ROI) in digital advertising for Micro, Small, and Medium Enterprises (MSMEs).
In 2024 alone, India’s digital advertising market grew by 17 per cent, accounting for 55 per cent of the country’s total ad revenue.
According to estimates, 800,000 to 1.2 million MSMEs collectively spent around Rs 258 billion on digital platforms—primarily through search engines, social media, and e-commerce.
Despite this surge in adoption, many MSMEs continue to struggle with understanding how their advertising budgets translate into actual performance.
“The workshop underscored a clear message from MSMEs: greater capacity building, and reliable data are essential for digital advertising to truly serve their business goals,” said Anil Bhardwaj, Secretary General, FISME. “Without independent performance metrics and accountability, small businesses are left navigating in the dark.”
Key issues discussed during the workshop included opaque pricing structures, limited access to performance tracking tools, and the absence of standardised ad measurement systems.
Industry experts stressed the importance of independent audience measurement to foster transparency and build trust among MSME advertisers.
Speaking at the event, Hemant Kewalya, Executive Director, Audience Measurement, India & Asia for Nielsen, emphasized the need for impartial evaluation. “Measurement of the same is important and should include data reliability and unbiased approach. Establishing independent and unbiased measurement systems provides and enhances clarity and accountability, ensuring businesses receive fair value for their advertising spend.”
The event brought together MSMEs, advertising professionals, and industry leaders to deliberate on the growing challenges faced by small businesses in the rapidly evolving digital advertising space.
The workshop concluded with a unified call for greater industry collaboration, transparent market practices, and focused capacity-building efforts to enable MSMEs to harness the full potential of digital advertising in India’s expanding digital economy.
(KNN Bureau)
