The message is the medium is a common phrase in advertising.

The reason why the message is the medium is simply because of the medium provides the context for the message.

Context is about what is happening in the news that day. It's about what the medium was designed to do and not to do. Its about the other social media posts I saw that day.

Context is the fact that the message has to fit in that medium - whether its social media or a billboard.

There is much to much focus on advertising on the content of the ad - the images and words and not to much on the context, where the words and images are live.

Strong advertising takes advantage of both.