New Delhi, March 25 -- A large number of the country's micro, small and medium enterprises (MSMEs) struggle to measure the impact of their digital advertisements due to a host of issues including limited transparency on ad placements and spending, low diversification across channels and inconsistent use of performance metrics, a survey has found.
The survey was conducted as part of a study titled Making Digital Advertising Work for MSMEs: Evidence, Measurement Gaps and Policy Pathways'. The study done by industry body Federation of Indian Micro and Small & Medium Enterprises (FISME) was released on Wednesday by Friends of MSMEs in Parliament.
Based on responses from 300 MSMEs, the survey said that although MSMEs widely use digital a...