IAB UK launches SME digital advertising tool

The ‘Powering Up’ tool, which launched last week, will help small businesses use digital advertising in the best way possible.

The tool works by asking users to provide a range of information about their objectives, and then provides advice for companies with digital advertising budgets ranging from £500 to £5m. 

Topics covered by the tool include implementing a digital measurement strategy, understanding programmatic advertising and creating effective digital advertising campaigns.

IAB UK said that it had used expert advice from more than 30 members, as well as its own research and insight, to create the advice provided through the tool.

The organisation’s ‘Powering Up’ research earlier this year found that 40% of small businesses were not using digital advertising, and of those that did, most felt more help was needed to increase its effectiveness.

Jon Mew, chief executive of IAB UK, said: “We all know that digital advertising can be complicated, especially if you aren’t familiar with the various channels and opportunities available.

“Small and medium-sized enterprises are crucial to our national economy and, as they deal with the acute impact of Covid-19, we know that digital advertising can play an important role in helping them navigate the fallout and recover.”