Seems to me shelfspace is more significant than billboard space. E.g. is the brand out advertising another or did they lease more shelfspace at sephora? Is sephora out advertising other makeup retailers or do they simply have the sales they do from a walmart sort of regional agglomeration strategy that eliminated other options from the market for consumers to choose among? Hard to imagine a successful ad campaign today that didn’t move in lock step with simply putting the product in front of more consumers in limited marketplaces where their choosing your product would be inevitable.