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Television isn’t dying, but it is changing.
Commercials today are not standalone ads: They’re integrated parts of multichannel strategies.
Intuit, for example, masterfully used video in a recent campaign on multiple platforms to increase its brand awareness. The centerpiece—an animated story about a robot—aired during the Super Bowl, on social media platforms and on the company’s website.
Each manifestation of the campaign varied in length and content, but the subject remained consistent—and the strategy worked. Within one week, the video gained nearly 17 million views.