New Delhi, Mar 25 (KNN) 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 advertising and nearly 90% report positive outcomes they face a critical constraint in measuring and verifying performance.
The survey highlighted that while firms value measurement of digital ad performance, fewer than half are able to actively use reliable data. This often leads to sub-optimal decisions and possible misallocation of advertising budgets.
To address this, the study has recommended independent verification of ad metrics through a legal framework and neutral audience measurement systems. It also called for leveraging government schemes, building MSME capacity via centres of excellence and stronger industry collaboration.
Meanwhile, the 11th Meeting of ‘Friends of MSMEs in Parliament’ was convened today in New Delhi coinciding with the Budget Session of Parliament. The meeting was chaired by Shankar Lalwani, MP (Indore) with Rajendra Agrawal (former MP Meerut) as Convenor.
Other Members of Parliament present were Jagdambika Pal, MP, Domariaganj, UP; Sujeet Kumar, MP (RS), Odisha; Jagadish Shettar, MP, Belagavi, Karnataka; Dharambir Singh, MP, Bhiwani, Haryana; Sanjay Dina Patil, MP, Mumbai North – East; Dr. Rajkumar Sangwan, MP, Baghpat, UP and Atul Garg, MP, Ghaziabad, UP.
Members of ‘Friends of MSMEs in Parliament’ also discussed the important announcements in the Union Budget 2026-27 namely transformation of 200 legacy clusters and developing Tier-II and III cities as engines of economic growth.
FISME which acts as Secretariat for ‘Friends of MSMEs in Parliament’ group was led by President elect Rakesh Chhabra along with Chairmen of respective FISME Committees.
(KNN Bureau)
