The key in this is that this pull based approach allows the consumer to co-create their journey of discovery leading in to your product/service rather than being force fed and bombarded by “ME, ME, ME” ads that take a lot (attention, time, context) and give little (information, delight, entertainment).

Needless to say, ads no longer exist as singularities, particularly in digital space. They coexist within the context of (social media) Communities, (informative and co-created) Content and should be viewed as an additional channel of creating Connection.