Word-of-mouth is the crucial component of Web 2.0 advertising. Unlike conventional advertising, which was solely one way and largely interruptive, Web 2.0 advertising actually welcomes control by users and invites users to create and share their own messages. In that sense, Web 2.0 advertising is revolutionary.

However, the technology and the advertising tools being used are familiar and have been in use by people for a long time. Web 2.0 advertising can more accurately be described as a radical concept involving the innovative implementation of currently available tools.

This seemingly mild shift has opened up endless opportunities for consumers and marketers alike. Consumers play a role in the marketing conversation by creating reviews, adding entries to blogs and sharing photos. Every time a consumer makes a contribution to this conversation it shifts the balance of power back to the consumer. Marketers are aware of it and embrace this participation, improving the conversation even more.

Working in collaboration, consumers and marketers are moving from "interruptive advertising" to "invited advertising" thus making Web 2.0 advertising participative, mixed and scalable.