Great article on iMediaConnection titled "The Secret Weapon for Web 2.0 Success." The article, as a whole, examines the relationship between Web 2.0 & new advertising models. Pretty fascinating. Here's a brief scenario offered in the article that is a good illustration of what the Web 2.0 Lifestyle looks like, at least in one situation:

So what does ad serving in Web 2.0 look like?
Following a consumer -- in this case, "Chris" -- on his way to the baseball game illustrates a current and future Web 2.0 consumer lifestyle:

Unsure of traffic, Chris walks out of his house calling up directions on his wireless device or smartphone. Shortly, directions arrive with a traffic update, mass transit options, a map, several links to restaurants near the stadium and the local paper's sports page. Deciding to walk, Chris makes a reservation at one of the advertised restaurants by clicking through an advertising link, where he is informed that he will receive free desert by making a reservation through the web; so Chris decides to forward an Evite from the restaurant to a friend asking the friend to join him for dinner after the game.

On his way, Chris stops by RadioShack to look at new printers. After finding one he likes, he scans the bar code of the printer with his smartphone to conduct a comparison web search. Immediately, Chris is presented with a list of comparable printers and other stores that offer the same printer at a lower cost. Deciding to wait on buying, Chris proceeds to the game.

Chris waits in line at the stadium, playing an internet video game on his smartphone, when he is served an in-video ad to buy the album of the band whose music is playing in the background of the video game. Enjoying the music, Chris downloads the album onto his smartphone and receives an email notification that the same band will be playing in his town the following Friday. Again, Chris forwards an Evite to one of his friends.

.:: Read the full article...