Dive Brief:

• The Super Bowl, TV's biggest advertising day of the year, is quickly becoming the biggest time of the year for digital campaigns. 
• Ad exchange Sharethrough shared that of its 50 advertisers that ran Super Bowl related campaigns last year through the platform, 75% also bought a TV ad, proof that campaigns are expanding beyond the tube. 
• First time advertiser Wix.com has dedicated 60 staffers to develop and execute the digital campaign surrounding its Super Bowl TV spot, which that included building five fictional new businesses for former NFL stars like Bret Favre. 

Dive Insight:

The price tags for a TV spot in the Super Bowl are astronomical, so it's a no brainer that advertisers want to expand beyond the commercial to digital avenues. Marketers now have an opportunity to expand a brand's story into an entire digital campaign— by previewing a TV spot ahead of the game or posting the spot to YouTube to give the TV commercial a longer life. The trend is just another testament that multiple screens are the direction of campaigns in the future, and are crucial in telling a story.