As the true possibilities offered by Web 2.0 advertising and marketing become apparent, advertisers are transforming the way they view and interact with consumers.

Just a couple of years ago, advertising professionals relied on television, billboards and print media to carry their message. While they had a certain amount of control over who their message reached by targeting certain publications or television time slots, messages were too general. And often missed their intended audience.

However, the internet and Web 2.0 advertising has changed that. Advertisers can now target specific groups — knowing their chances of reaching the right audience are increased. In fact, the advertising opportunities presented by Web 2.0 are only just beginning.

Web 2.0 social networking websites like FaceBook and MySpace provide a perfect opportunity for targeted marketing. Advertisers can target FaceBook users that belong to a certain group or live in a certain area. So, for example, a bank offering student loans could simply target FaceBook users who belong to student groups.

This is a very broad example. Web 2.0 will increasingly allow advertisers to learn about consumers' opinions, needs and preferences though the technology for them to harness and use this information effectively might still be some way down the road.

What is certain, however, is that consumers are becoming more savvy and sophisticated. Also, less and less time is being spent in front of the TV and more in front of the PC.

The success of certain online viral marketing campaigns in recent years shows that consumers are looking for something a little different, a little more entertaining or shocking. Today's consumers are also more likely to ignore anything that is obviously an advertisement or marketing message.

As advertisers explore new ways of getting their message across in Web 2.0 fields, internet giants like Google and FaceBook stand to profit greatly as advertiser demand increases.

Web 2.0 advertising has a long way to go before it emerges as an effective marketing means. However, a number of major advantages have already become apparent. The number of potential customers a company can reach is huge, even if it operates in a niche area. As the number of web users worldwide grows, Web 2.0 advertising is likely to reach exponentially increasing audiences well into the future.

While the larger companies are likely to lead the Web 2.0 advertising dash, it still offers advertising opportunities for smaller businesses. Since campaigns can be targeted towards smaller audiences and controlled in terms of spending, they can be very affordable and effective.

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