“This is like saying water’s wet, but we’ve been in the midst of a digital revolution for a long time,” says Google/YouTube’s Eric Solomon as he begins to deliver the first keynote of the day at [a]list summit: Influencer Marketing.

“I really think of advertising as this idea of orchestrating things, not just integrating things” Solomon goes on. “I sat in a couple creative agencies before I worked at Google, and you go and there’s a lead creative agency and you have this 60-second TV spot and you sit and all the agencies would be sitting around the room and the digital agency would be like, ‘Great! We’re going to take that TV spot and put it up on YouTube, check the box– digital is done!’ and that was all there was to it.”

“These days I think of our jobs as how does all this crap go together How loud do you let a Twitterfeed go before you introduce a YouTube video ”

Watch the video below to learn more about why Solomon says we’ve gone beyond storytelling as brands, and have moved into what he calls “hypertelling.”

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