But "circulation advertising" centered on current editorial content is a long-standing method used by magazines and newspapers. Now we see it driving traffic to the Web, and from the Web to conventional media.
Here, BBC Two uses viral circulation advertising to drive traffic to a current television program.
The spot captures our interest and transfers it to their television show. We want to see the surfer's emergence from that monster barrel wave.
Medium to medium "excitation transfer?" Possibly.