Marketing is increasingly about being remarkable – making people talk (remark) about you and spreading your message through their networks. In the case of advertising, it means that not only is your message the message, but the medium is your message and your message is whatever is passed along by the people seeing your message.
In short, advertising should be more about entertaining your audience than interrupting them. Apple’s banner ad on Wired.com is a classic case of adding value to the user experience. Take a look: