The voice of the consumer will now become all the more vital in web advertising. User-generated content in particular, the growing proliferation of user reviews of businesses on the Web are set to play a more major role for local online advertising, according to the recent Kelsey Report on 2008 forecasts.

Local businesses will begin to interact more directly with consumers who frequently post comments and reviews on local Web sites through a series of new interactive tools. Theoretically, the local retailer would be able to spot a negative review on the Web and then contact that reviewer and hopefully rectify the situation.

This year products that aim to bring the merchants into the consumer review process will begin to become more widely available, said Matt Booth, senior VP and Program Director, Interactive Local Media, The Kelsey Group. These products will give merchants a voice in the feedback about their businesses by allowing them to contact review writers and offer to fix any problems.