Technically speaking, the difference between
evolutionary and revolutionary is just one single letter. When speaking
of technology, however, the implications of each word are worlds apart.
While an evolutionary product is a step forward from where you
currently stand, a revolutionary product forges an entirely new path.
It is different, bold, and risky -- and also has the potential to be
highly rewarding.
There are, of course, inherent risks
involved in taking the evolutionary approach as well. An evolutionary
product can often be duplicated by a competitor or even surpassed by
the next step in the evolutionary time line. When you produce the
7-minute abs workout, for example, the 6-minute abs workout is just
around the corner, as Ben Stiller pointed out in "There's Something About Mary."
When
Microsoft recently launched Bing, its new search -- I mean, decision --
engine, it was a step forward, but far from revolutionary. In a recent
MediaPost Search Insider article,
Gord Hotchkiss took a deeper look into Bing's evolutionary advances,
but also lamented that there was nothing truly revolutionary about it.
Alternatively, Google took a revolutionary leap with the announcement
of its new Wave technology. While Microsoft was hard at work plotting
the next step in the evolution of search, Google chose to throw away
the drawing board instead of simply going back to it. Rather than
reinvent search, the company took a bold new path to revolutionizing
the way we communicate online.
As I pondered these product
launches from Google and Microsoft and their respective approaches, I
applied the same filter to the online advertising arena. While the
evolution in online advertising continues, we seem to be falling short
when it comes to revolutionary ideas.
The display ad unit has
evolved in size options, creative content and targeting capabilities.
We've continued to see the emergence of unique variations on the
display ad unit, like the advertising embedded photos from Pixazza, the social media ad unit that Digg recently announced, and a new entry from Premium Access Media (full disclsoure: this is a PV Media Group company) called the Anchor Ad,
among others. While the evolution of online advertising is significant,
has there been anything truly revolutionary in our industry over the
past year? Two years? Three years? Looking back, the last really
revolutionary advertising vehicle online was the launch of paid search,
and that hasn't changed dramatically since its inception.
For
online advertising to continue to grow and potentially overtake
traditional media as the medium of choice for both brand and direct
response advertisers, do we need another revolutionary idea -- or can
we continue to move forward along the evolutionary time line? Is there
a new social media advertising model out there just waiting to burst on
the scene? Will video sites like Hulu and YouTube be able to create a
new standard to successfully monetize both professional and
user-generated video content? Is there another team of geniuses like
Google's Lars and Jens Rasmussen hidden away in a back office
somewhere, developing the next "wave" of online advertising solutions
that will lead our industry into the Web 3.0 world?
If I had
the answers to these questions I most likely wouldn't be spending my
time writing a column that referenced the cinematic genius of Ben
Stiller in "There's Something About Mary," which is why I prefer to
turn the tables and solicit your expert opinions. Where do you think we
are headed? What's the next big idea that is waiting to be discovered
online advertising?
