An application node advertises service(s), using a label distribution protocol, that it offers to other network nodes and a corresponding label to use to identify these services(s). For example, a Targeted Label Distribution Protocol (tLDP) session may be established between a packet switching device and the application node providing these services to communicate the advertisement. Packets are encapsulated and sent from a service node (e.g., packet switching device) with the corresponding label to have one or more advertised services applied to the packet by an application node (e.g., a packet switching device and/or computing platform such as a Cisco ASR 1000).