London - At Digital we've been probing people's views for what the online ad industry will be with at the end of the decade. Since 2004 we've been forecasting internet adspend to be around the same size as the TV industry by the end of 2010. TV we expect to drop from 23% into the high teens and although the advent of IPTV will blur some of the definitions, we’re confident that web advertising will overtake national press and then direct mail to match TV. Tonight we invited the Daily Mail’s Guy Zitter, i-Level’s Andrew Walmsley, Future’s Stevie Spring and The Guardian’s Richard Eyre to join us in some crystal ball gazing and suggest what the numbers will be. Only Richard Eyre would be drawn to a number: “With the traditional media all going online, the difference between their online product and their traditional product is blurring; it all blends into one. The future of advertising expenditure will be very different from what we have today. By 2020 50% of UK advertising spend will be online.”