It's easy to have a love hate relationship with "digital." Too often it's just about going down a checklist of "things" to do with (rss, check, facebook, check, rss, check, and so on.) the actual content a secondary thought.
Hence a lot of cruddy stuff floating about our internet with increasingly diminishing value, in particular in the display sector.
The stuff that really impresses me is integrated thinking. Having an idea and extending off into multiple channels. My favorite example from the SuperBowl is Audi's chase film, a car ad with a concept should always be celebrated, and the data visualization from Venable and Partners. Sure it's agency self promotion, but given the fact you buy a SuperBowl spot for the buzz before and after this vizualizer is a nice extension.
But at the end of the day without a piece of smart film executed well, the visualizer is meaningless.
This integration works both ways. Wopper Freak Out and Wopper Virgins are very smart digital short films that live first online and can extend into broadcast for some good old reach/frequency. Without a core idea the original film is meaningless and the multiplatform extension is moot.
Or at least seems to be in my mind, or something like that...