Advertising 2.0 and the internet as entertainment

First published in Marketing magazine in Sept '06, I set out to show how the internet was moving from being a task-based to an entertainment-based medium.  Just four years on, we now pretty much take this for granted; but what I went on to say was that it was an opportunity for the resergence of the advertising industry - a business that had lost its way.  Has advertising 2.0 appeared yet?  Perhaps not, but I'm still hoping...