Level 1: Visibility
Let’s stay in the physical world for now. An advertising poster placed in front of your home is initially a source of information for your immediate neighbours.
Placement in the centre of the town ensures greater visibility, but other posters by competitors may hang there too. Even more posters from even more competitors can be found in the centre of an entire city.
Anyone who dares to venture into the big cities with an advertising medium can count on a large number of viewers. BUT: The abundant advertising posters from competitors will be known to everyone - example: Zalando.