You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Ads Must Reach for Content that Aspires to Bigger Ideas As Consumers Get More Control With Social Media, We Must Up Our Game to Get Their Attention By Jon Steinberg, Published on February 13, 2012 6 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.