Surviving in an Industry with Low Barriers to Entry

When it comes to advertising, change is the only constant. With the industry recording double-digit growth Y-o-Y, it is on the cusp of a great shake-out. But it’s not just the growing technological advancements advertisers have to keep up with, the nature and size of competition to are changing! With limited entry barriers, it’s not just the traditional industry competitors and needs to keep an eye on, but new entrants from outside the industry, equipped with digitally-based business models. 

As the industry continues to welcome newbies of all sizes, backgrounds and competencies, with open arms and no strings attached, let’s not forget our existence within the ecosystem. The scale at which the industry is witnessing the digital transformation, to “coexist” simply isn’t enough to make a cut. So, while barriers to entry are minimal, if you don't disrupt your own business, someone else will. 

Here’s a four-point checklist to prosper in these disruptive times. 

Read full article

When it comes to advertising, change is the only constant. With the industry recording double-digit growth Y-o-Y, it is on the cusp of a great shake-out. But it’s not just the growing technological advancements advertisers have to keep up with, the nature and size of competition to are changing! With limited entry barriers, it’s not just the traditional industry competitors and needs to keep an eye on, but new entrants from outside the industry, equipped with digitally-based business models. 

As the industry continues to welcome newbies of all sizes, backgrounds and competencies, with open arms and no strings attached, let’s not forget our existence within the ecosystem. The scale at which the industry is witnessing the digital transformation, to “coexist” simply isn’t enough to make a cut. So, while barriers to entry are minimal, if you don't disrupt your own business, someone else will. 

Here’s a four-point checklist to prosper in these disruptive times. 

Read full article