"Google and Meta have built massive digital advertising businesses thanks to SMBs. JioCinema is wooing these advertisers with live sports as a hook," an advertising expert said, adding that building long-tail advertisers will help reduce dependence on large advertisers. According to a Ficci-EY report, digital advertising surged 15% to ?57,600 crore, including ?20,000 crore in ad spend by small and medium enterprises (SMEs) in 2023.