The majority of the players in the space today are private and small companies that didn’t exist a few years ago due to the presence of too many goliaths in the marketplace i.e. the GIANTS and the fear of fighting against them and losing the battle! The trend today is changing in favor of these small startups , however , there is very little financial information in terms of revenues and inadequate research to support the same, hence, making the matter too subjective.
It is also extremely difficult to compare these startups to giants like Clear Channel Outdoor , CBS Outdoor , and Lamar that dominate the marketplace and the marketspace with some real figures and adequate research to support them.
The subjective matter can gain more light if few questions can be answered and be discussed thereafter. The primary point of discussion would be the growing audience followed by unaddressed issues like ‘staying power of the company’, ‘the business helping to grow or evolve the medium, either through creating a new category or innovating one that’s been around for a while’ , ‘Whether the company is helping to consolidate the space, making it easier for advertisers to access the medium and deliver reach’ .
Having these issues addressed might end up creating fierce controversies but would definitely give us and the ‘competitors’ a deeper insight into the existing ‘battle’ and most importantly convey a very important message to both , david (the startups) and goliaths ( the giants) ,
‘ Keep your sense of “self” – you are your business’ greatest asset ‘
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