Piece about Google in The New York Times suggests that they won't be able to dominate the market for brand advertising the way they have done the market for search advertising and finishes with this quote from Ben Thompson who blogs at Stratechery:
“This is the price of being so successful — what you’re seeing is that when a company becomes dominant, its dominance precludes it from dominating the next thing. It’s almost like a natural law of business.”
That's certainly true in my experience.
It's not that the incumbent market leader doesn't see the next big thing coming along. It's just that they have prospered by developing such a particular view of the world that they can't deal with people who see it differently.
At first the new thing doesn't appear to be in quite the same business.
Then it doesn't appear to be operating at a profit and therefore surely cannot last long.
Then your lunch has gone.