Everyone is struggling to define, classify and categorize digital advertising. Trying to break down digital advertising is an arduous task that is, cliché coming, changing by the minute. Ad agencies and companies are taking many approaches, trying to win the race to figure out how the digital world works and where advertising fits into it.

Toyota’s World of Warcraft ad campaign has an underlying advertising technique that is subtle but incredibly interesting. These advertisements (see below) are TV spots that run during prime time. On first analysis it is a bit confusing. It seems that the audience for these ads is gamers. But wait, why would gamers be interested in buying a new truck? Wouldn’t gamers be more interested in buying a new flat screen HD computer monitor? This is where it breaks down and opens up for the other interpretations.

Leroy Jenkins is the star of a video on YouTube that has over 4 million views. The video is a screen capture of a group playing World of Warcraft (see below). It is not a viral campaign for anyone, nor is it narcissistic piece for someone’s self indulgence. It is simply a happy coincidence that has become very popular. So popular that big-budget advertisers are looking to it for answers to the digital advertising quandary.

The case of Toyota creating an ad that plays off a successful youTube video makes us wonder about the merit of average Joe’s ideas and how they can be useful on multiple levels. The Toyota ad is great, no doubt, whether you have seen the Leroy Jenkins video or not. Though having seen the video and making that connection does make it even better. How is it that advertisers are now looking to content producers to craft their advertisements? Advertisers are asking the wrong question about the digital world. They need not ask ‘how do we craft our digital ad campaign?’ Rather ask ‘how do we use this user generated content to our advantage, how do we craft our ideas based on this blog or that youTube video?’ If we can answer that question then we understand how advertising in the digital world works.