Far too much credit is given to Web 2.0 as a suitable advertising medium. There is still no proof that conventional advertising works on commercial TV, let alone on such a hostile medium as the internet. - Paul Ashby
It's not about ads. Used properly, Web 2.0 allows advertisers to offer something of use to their customers who are online. But I think there are rumblings of over-hype around the industry, which are already proving disastrous. MySpace is dying. Facebook will be next. Second Life is only regularly used by 70,000 people. I think Maurice Levy may be right, unfortunately. - Richard Hayter
The key thing I find frustrating is that in an age of integrated marketing and converging channels, we still insist on thinking about digital as if it were standalone. Over the next few years, content of all sorts will be consumed online. The collapse we should be most worried about is that of our opportunity to generate advertising revenues out of the medium as we become increasingly redundant in circulating brand messages - good or bad! - Phillip Harvey
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