If you take a look at some of the big events and the commercials that are associated with it, you would realize that in order to get the maximum out of traditional media buying, it is important to extend the advertising campaigns to social media as well. 

Influencing the social media to enhance and extend the traditional and ambient media requires integrated marketing as well. A number of different reasons justify why there is a need for integration between social media and advertising efforts on TV. The first and the most important is that television advertising is extremely expensive. Integrating the traditional media buy with social media would provide engagement and measurements which were never possible in traditional media. Take for example the advertisement of Pontiac’s television which asks its viewers to visit Google Pontiac to know more about it. 

Just like searching is good for discovery of informational content, the social media is good for the discovery of entertainment content. There are a number of ways of integrating and extending the traditional media online. Most of the good agencies are making sure that the brands get the best from the money spent on traditional media. So to be successful in a deal with a company like Buy Now Media, you have to make sure that the people enjoy the message that your brand has given in the social media.