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The 30-second Super Bowl TV ad remains the undisputed king of the advertising world, but year after year, marketers continue to wonder if it's worth it, especially as platforms like Facebook, YouTube and Snapchat tout new targeting and ad formats.
Advertisers will again shell out more than $5 million for a 30-second ad during Super Bowl LI this year. Not surprisingly, that amount buys a lot in digital media.
"The value that you can get in digital is much more substantial," said Jeremy Sigel, global director of partnerships and emerging media at WPP-owned Essence.