Traditional media, like print and outdoor is still useful. I've done my share. But I've always felt that paid media could be turned into earned media.
Could I get people engaged with the message beyond the message? For example, gamifying how many 5 bar images you can count in the AT&T campaign or selling a funny looking cookie jar in the C&H ad, you should always think beyond the message.
Curate everything. Look for every opportunity to create content. Everything is a story. Create some from the traditional media that you're making.
Be contextual in your messaging. For example, could you get people to see a billboard that weren't even driving by the billboard? Why not?