Super Bowl advertisers say they are justifying the $3.75 million average cost of a 30-second spot during the game by factoring in bonus exposure from online video views. Marketers are designing campaigns to work across multiple device platforms, while social networks play a crucial role in promoting Super Bowl ads before and after the game. "Digital and social had come to the forefront in a way that we had underestimated ... this time around we needed to make it much more interactive, to drive more engagement from the fans," says Pio Schunker, senior vice president of Coca-Cola, which has already started a slow rollout of its 2013 Super Bowl effort.

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