Small- and medium-sized businesses (SMBs) truly form the backbone of the Australian economy. They operate across a wide range of sectors and industries, from food and beverage, retailing, building construction and agriculture, to finance, medical, scientific and technical services.1 Australia’s SMBs account for an estimated 57% of private sector economic activity and 68%2 of private sector employment. The scale of these headline statistics, however, belies the reality of what it takes to be a success and to even stay afloat.
With this in mind, Google commissioned Ipsos to undertake two quantitative studies to examine the Australian SMB market and the role smart advertising technologies are playing in their operations, with a focus on the impact and opportunities of these new solutions.
The study revealed some of the challenges Australian SMBs have, their perceptions and attitudes towards new trends in advertising technology, and their expectations about how smart advertising tools will contribute to their business’s growth in the years to come.