Imagine that you’ve hired one of the most powerful advertising agencies on the planet, and spared no expense for advertising and marketing expenses. Then a student posts a video on YouTube about what a terrible experience she had with your product or service. Or a blogger records a phone call with an indifferent agent in one of your call centers, and his entry gets linked so far and wide throughout the blogosphere. Or someone even devotes a website to how terrible your company is, and it gets ranked right up there with your own website in search engine rankings.

For example, Barack Obama’s online hub “It’s All About You” has 2 million profiles, 200,000 offline events, approximately 400,000 blogposts written, 35,000 volunteer groups created and 70,000 people raised $30 million on their personal fundraising pages. His strategy? Integrate the Internet into the entire political campaign—websites, social networks, blogs/microblogging, online videos, interactive advertising, mobile and search. Obama went into 16 different social networking sites, has 3.3 million friends in Facebook and 5 million contacts in other social sites. More than 1 million people signed up for text alerts. On election day, text messages were used to coordinate with campaign headquarters.

Does a moment pass when Kim Kardashian isn’t selling? If she’s not hyping her workout video, she’s touting her online shoe club, her new book or her sisters’ “reality” TV spinoff, a gripping look inside their high-end Miami boutique.

There are still people who either do not use or cannot afford to use the current market offerings because they find the offerings unacceptable or beyond their means. An untapped demand waiting to be released, their needs are either dealt with by other means or ignored. Typically, these unexplored markets have not been targeted or thought of as potential customers by any player in the industry. That’s because their needs and the business opportunities associated with them have somehow always been associated to belong to other markets.

Consider how Rotaboard, a vendor of automated rotating billboards, pulled the mass of an untapped market into a new concept in outdoor advertising. Rotaboard is an innovation of the traditional billboard—a first in the Philippines—making it very exceptional and one of a kind in the field of outdoor. It deviates from the usual billboards that are stationary and can cater to a wider range of advertisements. Rotaboard is an enhancement of the conventional billboard, with similar features, giving the ads maximum and effective exposure the other media cannot deliver.

Some companies said outdoor advertising was not a popular campaign because it was viewed only in a transitory way. Especially for lesser-known companies, such advertising media were ineffective because they could not carry the comprehensive messages needed to introduce new names and products. Hence, many such companies refused to use such low-value-added outdoor advertising because it was either unacceptable or a luxury they could not afford. Billboards typically were located on city outskirts and along roads where traffic quickly pass by; transport advertisement comprised panels on mobile advertising, which again people caught sight of only as they whizzed by.

In this way, Glenn Gatuslao, president and CEO of Rotaboard and Adworld Advertising Corp., created a breakthrough when he received a guru’s commendation for the development of Rotaboard.