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Digital Ads: Leveling the Playing Field for Florida Small Businesses

Maximum Impact: How Digital Ads Level the Playing Field for Florida Small Businesses documents how digital ads help level the playing field and empower small business advertisers to compete with the biggest brands with billion-dollar marketing budgets by providing affordable, highly effective ways to reach target audiences, drive sales, and instantly understand the ROI with free high-quality analytics. For example, small business publishers that monetize digital real estate on websites, blogs, YouTube, and apps, advertising provides quick revenue streams that help businesses start and increase revenue long term.

Background

Small businesses have been advertising for centuries, always looking for less expensive and more efficient ways to market and grow their businesses. The survey of 170 Florida small businesses shows that the digital advertising marketplace is affordable, extremely competitive, and highly beneficial for small advertisers and publishers. Small businesses use numerous digital ad platforms to purchase ads to connect with customers and publish audience-relevant ads on their digital properties.

As policymakers consider new laws and regulations to change how the digital ads marketplace works, they must realize the value digital advertising provides small businesses. Poorly thought-out changes will have serious consequences, not on the leading digital ad providers but on the bottom lines of millions of American small businesses.

Lead Findings:

Florida SMBs Buying Digital Ads Drive Substantial Revenue and Growth

In the last two years, Florida SMB Advertisers estimate their businesses have grown 44% because of digital advertising.
81% of Florida SMB Advertisers agree that digital ads contribute more revenue to their business than traditional offline ads, and 87% of SMB Advertisers say digital ads allow them to more efficiently reach their target customers than traditional offline ads.
59% of Florida SMB Advertisers earn more than $50,000 a year attributable to digital ads.
79% of Florida SMB Advertisers say digital ads help them compete with larger companies.

Florida SMBs Selling Digital Ads Drive Substantial Revenue and Growth

In the last two years, Florida SMB Publishers estimate their businesses have grown 47% because of digital advertising.
60% of Florida SMB Publishers earn more than $50,000 a year in revenue from selling digital ads.
61% of Florida SMB Publishers say they would not have been able to launch and sustain their business without revenue from digital advertising.
74% of SMB Publishers say digital ads help their company compete with much larger competitors
60% of Florida SMB Publishers predict that revenue from selling digital ads will be higher in 2023 than 2022 – an estimated 32% higher, on average

Conclusion:

The bottom line is that digital ads are central to contemporary Florida SMB Advertisers’ and Publishers’ overall business strategies at every stage: launching, sustaining, growing, and competing. Ultimately, digital ads create a free, fair marketplace for tens of millions of small businesses to diversify their revenue streams and compete for customers’ attention – and dollars.

As policymakers consider new laws and regulations to change how the digital ads marketplace works, they must realize the value digital advertising provides small businesses. Poorly thought-out changes will have serious consequences, not on the leading digital ad providers but on the bottom lines of Florida small businesses.