unique to widespread fad?

So the reason nontraditional advertising started emerging was because brands desperately needed a way to differentiate themselves from their competitors, and most importantly they needed to find a way to stand out amidst all the advertising clutter. It started with certain companies using unconventional marketing tactics, to almost every company trying to incorporate nontraditional in to their marketing mix. Look for example at the surprising way Kinkos Whiteout used nontraditional advertising, even guerrilla, in the picture below.



To point out the new office supply line, Fed Ex Kinkos strategically used an oversized bottle of white out in another already painted area, the cross walk. Cool huh?

Anyays, now, accordinf to Inside Branded Entertainmnet, in an article titled "AICP: Web tops in nontraditional ads,"on Dec 7th, 07', the Hollywood Reporter Reported that The Association of Independent Commercial Producers' newly released membership survey finds that nearly 70% of member companies produced nontraditional advertising projects during 2006 --the most popular media being internet or broadband viral.

They estimate that by 2010, on average 38% of their billings will be from such projects. (Goodwin Simon Victoria Research collected the data in the report).

It is not surprising that brand are going to the virtual world with their advertisement, since the internet (www, .com) industry is just getting bigger and bigger.
I wonder what the next fad will be in advertising. Will things just keep on getting bigger and better? I sure hope so...