Value banners by social engagement
As more value is placed on user engagement (socially), the content model for banner ads will need to match the new standard of involvement and commentary on the subject. That subject is still an advertisement. So what encourages a person to watch a web video, read a current event, or comment on a new product review? That content should be relevant and useful to the individual. By holding banner campaigns to the same interaction standard/rate of a social campaign, advertisers will need to rewrite that copy to make it more meaningful to it’s audience.
This is in response to this post on Mashable business.