New Delhi: Small and medium businesses, a strong advertiser category so far, reduced mass media ad spends by over 35% and digital spends by 25% since February as coronavirus outbreak hit their operations hard.
Experts believe the covid-19 impact would have a cascading effect even when the lockdown is over and would spill into the second half of the year.
It has impacted not only cash flows of these businesses but the labour and supply chain as well. According to Sujata Dwibedy, group trading director, Amplifi, Dentsu Aegis Network India, the main purpose of advertising for small businesses is to have a recall value. "The theory of hiatus and ad stock is that people start forgetting communications and, in this case, also brands with no
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