Increasingly advertisers are using digital advertising to do an awareness job and also drive social interaction & engagement on their owned properties on social networks such as Facebook and YouTube. 

We've seen some great examples over the last couple of days from Range Rover for the Evoque. The first example is a masthead on the The New York Times where Range Rover have included social buttons for Facebook, Twitter, YouTube and Google+.  The second is also a masthead this time running on the UK newspaper site The Telegraph. The Telegraph masthead includes counters for Likes, Tweets, pictures and videos linking through to the appropriate social sites. 

Range Rover Evoque masthead on The New York Times 6th Feb 2012