Growth here is not that great, and it is dominated by advertisers of major brands in certain consumer categories. IAB provides insights for medium and large enterprises. But what about SMB? SMEs are growing more optimistically Borrell recently conducted a survey asking small businesses how they expect their advertising spend to change over the next six months, the time when the economy will have the most severe recession impact. Borel SME Panel April 2020 COVID-19 Marketing Impact Survey Borel SME Panel April 2020 COVID-19 Marketing Impact Survey SMEs planning to maintain or increase their advertising budget had a 10-point shift from late March to late April. 60% applied for government support or a loan.
One-fifth of them may use part of the ad. This ghost mannequin effect data shows that small businesses are about to start spending again, just as they are leaving home in the not too distant future. And people are still out. The consumer audience is easy to find and addressable. Big pent-up demand Massive demand is stagnant across different consumer segments. Emarketer reports increased spending in categories related to staying at home. Home fitness. Groceries. Home entertainment. etc. Emarketer Survey And spending in categories, mostly outside the home, is declining proportionally. Clothing store. restaurant. car. etc. It's in the category where people are ready to spend their consumer money when they return to the store.
Many of them were non-essential companies that are now reopening and trying to get shoppers back in place. According to market research, 61% of consumers will visit apparel, shoes and accessories stores. After that, consumers want to return to beauty stores (50%), home improvement stores (42%), entertainment and hobby shops (39%), and upholstery stores (34%). Most consumers aren't waiting to shop in the store. Half of consumers say they plan to visit non-essential retailers within a week of reopening, and the remaining 50% say they will wait somewhere between a few days and two weeks. When the store reopens, 58% of shoppers say they shop as often as they did before the pandemic and spend the money the company missed badly. A good example – as the