IAB UK to support SMEs in taking their digital ad campaigns to the next level  

At IAB UK, we know that UK SMEs benefit significantly from digital advertising. Our Digital Dividend research with Public First found that digital advertising is the most used paid-for advertising channel for SMEs, with an estimated total spend of up to £10bn per year - around 45% of the UK’s total digital ad spend.  

What’s more, SMEs that invested in digital advertising saw a combined annual sales uplift of £26bn and 81% of SMEs describe digital advertising as being important for the success of their business.   

However, our research also showed that many SMEs would benefit from more information on how they can target and adjust small budgets to achieve business goals, as well as from increased awareness of tools and products to help SMEs experiment at low cost.  

That’s why we’ve launched this initiative to provide free expert support from IAB UK and our market-leading members to help SMEs grow their businesses and to showcase their success, providing inspiration to other SMEs across the country.  

Are you an SME Digital Advertising Champion?  

We’re inviting UK SMEs to submit case studies to showcase how they have used paid-for digital advertising to achieve great results. Sound like you? If so, we want to hear how you’ve utilised different channels, where you’ve targeted your spend - and most importantly - how your digital ad campaigns have delivered outcomes for your business. By taking part, you will get access to free resources (tools, coaching, mentorship and advice) from the experts to help take your digital advertising to the next level.  

You’ll also have the chance to be featured in IAB UK’s nationwide report showcasing examples of best practice, giving your business recognition and visibility, and to attend an event in Parliament with MPs to celebrate your success and discuss what further support you and other SMEs need to thrive.    

Who’s eligible?  

We welcome submissions from all UK SMEs of all sizes - from micro-businesses to larger companies with up to 249 employees. You don’t need to have spent a fortune on digital advertising – what we’re interested in is how you’ve used the abilities of digital advertising to deliver the outcomes you need, whether that be identifying new customers, driving sales, or increasing brand recognition.    

How will your business benefit?  

All businesses that contribute a case study will receive a tailored IAB UK resource pack – a set of tools and resources that will help you to get better value out of your advertising budget by targeting it more effectively, as well as guidance on how to use different forms of digital advertising to achieve your marketing goals 

The companies that submit the best case studies will be chosen as our ‘IAB UK Digital Advertising Champions’. If you’re selected, you will be: 

• Invited to a Parliamentary reception along with your MP to celebrate your success.  

• Featured in our national 2025 SME digital advertising showcase publication, which will be shared with MPs and policymakers and made available to other SMEs who want to follow your example  

• Celebrated across IAB UK’s communication channels and given digital assets that you can use on your own channels to promote your status as an IAB UK Digital Advertising Champion 

How can you get involved?  

Please fill out the below form and submit it to us no later than 19 April 2025. We have tried to make this process as straightforward as possible and advise putting aside an hour to fully complete the form and submit your case study.  

We will review all submissions and notify our cohort of Digital Advertising Champions by the end of April 2025.