ADstruc Attempts to Build an Online Marketplace for Outdoor Advertising

ADstruc is building an online marketplace for the outdoor advertising marketplace. Information about the size of the market is not a couple of click s away, but I suspect it is sizable. The Outdoor Advertising Association of America is a good source for more information.

My experience at VerticalNet back in 2000 and 2001 taught me that a stronghold in a niche market does not guarantee business success. Although there may be a fat market operating in an old-fashioned mode there is no easy way to get enough of the market participants to join an online marketplace and create some needed critical mass.

The idea makes sense and no doubt their technology is awesome. But, success will hinge on whether or not they can attract a number of key industry players to the online marketplace to conduct business with it.