alt Hacker NewsThere is a huge chunk of companies who do not pay to advertise their products or services, because their value offering is good enough to not need to. And a huge chunk who does very little advertisement for the very same reason.
For example, when was the last time you saw a TV or YouTube ad for a motorcycle from any of the big Japanese brands? The products are so mature and the value proposition is so good that they don't need to. And that's a 70 billion dollar annual market.
I was just in the Philippines, tons of ads for Japanese motorcycle brands. In places where competition and usage for the product or service is high, there will be ads, and lots of it. You use motorcycles as an example, but it probably isn't a very good example.