CTV gaining increasing significance for small and medium-sized enterprises, according to Balbach's stance
In the ever-evolving advertising landscape, Small and Medium Enterprises (SMEs) are leading the charge towards digital transformation, according to Maximilian Balbach, Co-CEO of Crossvertise GmbH.
SMEs currently account for 15 percent of the out-of-home advertising market, significantly above the industry average. This sector, known for its dynamic advertising strategy, is shifting its budgets towards digital formats, with a 24 percent increase in order volume for Digital Out-of-Home (DOOH) advertising in the first half of 2025.
The growth in digital advertising is evident in the surge of SMEs adopting digital video content. Connected TV and Addressable TV have seen a 188 percent increase in order volume for Connected TV and a 66 percent increase for Addressable TV. This shift is not surprising, given the combination of relevance, reach, and target group accuracy offered by these digital channels.
Balbach highlights the high attention value and regional targeting possibilities of out-of-home advertising, making it indispensable for many SMEs. Out-of-home advertising remains a key pillar in the media mix for SMEs, despite the rapid growth of programmatic buying in the DOOH sector, which exceeded $1 billion in 2025.
While out-of-home advertising holds a significant share, it is not the only digital channel gaining traction. Online advertising maintains the strongest market share in the media mix of SMEs, at 45 percent. TV advertising follows, with a 32 percent market share, including Connected TV and Addressable TV.
Print advertising, however, has experienced a steep decline, with a 51 percent drop in the first half of 2025, accounting for a mere 0.16 percent of the SME advertising market. Radio advertising accounts for 2.16 percent of the SME advertising market in the same period.
Cinema advertising, too, holds a small share, accounting for 0.49 percent of the SME advertising market in the first half of 2025.
As SMEs continue to embrace digital advertising, many marketers are integrating these channels as part of omnichannel strategies to boost targeted, measurable campaigns. However, specific details about which SMEs have shifted their advertising strategies towards DOOH and Connected TV in the last six months of 2025 are not publicly available.
In conclusion, SMEs are at the forefront of the digital transformation of the advertising landscape, with a growing preference for digital formats like DOOH, Connected TV, and online advertising. As these trends continue, we can expect to see further changes in the advertising landscape, with SMEs leading the way.
Read also:
- Musk threatens Apple with litigation amidst increasing conflict surrounding Altman's OpenAI endeavor
- Transitioning to Electric Vehicles Places Heavy Demand on Power Grids
- E-mobility continues its progress after a decade since the scandal, staying on course
- The Commission deems the assistance program to be in agreement with the domestic market regulations.
