This document discusses radio advertising and web 2.0. It defines concepts like convergence and web 2.0, describes current online advertising methods and radio streaming options. It notes that while hardware diverges, content converges. Web 2.0 features user-generated content and functionalities. Two-thirds of internet users visit social networks or blogs. Online advertising has advantages over traditional methods like lower costs and targeted audiences. Radio advertising faces challenges translating to online formats which rely on browsers, downloads and technical standards.

1. Radio advertising and web 2.0

13. It's called suicide because it's your choice. Give up smoking: 0 8008 700 700 Advertising Agency: Mercury 360 Place: Bucharest, Romania Art Director: Andrei Nedea Copywriter: Cristian Scurtu Photographer: Ola Bell Creative Group Director: Liviu Turcanu Published: December 2008

14. McCann. You won't be sorry you listened to us.

15. Sort your head out Advertising Agency: DDB Location: Stockholm, Sweden Creative Director: Andreas Dahlqvist Art Directors: Simon Higby, Ted Mellström, Viktor Arve Copywriter: Martin Lundgren Photographer: Alexander Pihl Repro: Daniel Sundin, Account Manager, Johanna Karsten Published: March 2008