I actually see BIG as stealing market from the traditional...

I actually see BIG as stealing market from the traditional advertising spaces which have genuinely struggled to target customers at a local level. Where a business might once only consider newspaper or a TV ad on a regional channel, now they can get BIG in for half the price and target their key market demographics at a geographic level.

Piggybacking off the back of the growth of social media just makes the content more and more accessible with each passing year.