Traditional media (radio, tv, outdoor, press) should never be considered in isolation. Rather, the advertiser should ask him or herself, "how can I use traditional media to complement my campaign in an INNOVATIVE WAY.
Integrated marketing is no longer about simply adding digital to a multi-media campaign, it is about marrying the two in exciting new ways.
Pushing the boundaries can deliver the 'wow' factor. How? By shocking our senses. We all know 'how' traditional media behaves. You can't read the newspaper and click an image for more photos, you'll just get inky fingers. So why not set it up so you can? Augmented reality is allowing companies to broaden the brand engagement with consumers, even across traditional media. A nice example of this was employed by 'The Philadelphia Inquirer' http://www.youtube.com/watch?v=qk6er5IJzsU. Note the 'Bridesmaids' ad at 37 seconds - it's particularly effective.
This is just one example of utilising technology to help add significant value to traditional media.
The next question is "How far can you take it?" An outdoor campaign with multiple creatives? - each design representing a different level for people to play (with their smartphones). Consumers can then compete for points...and prizes.
The possibilities are endless. All you need to do is think creatively and never ignore the power of traditional.