JWT Executive Creative Director, Matt MacDonald, shares what he believes will be the most important ad trend at this year's big game.

Advertising agencies are working with multiple platforms to capture and maintain the attention of viewers watching the Super Bowl this year. As our interview with JWT‘s Matt MacDonald reveals, it’s no simple task for ads to match the level of spectacle that viewers have come to expect. However, by understanding some of the well-established underlying trends that shape major events, whether it’s the Grammies or the Super Bowl, there are some interesting ways advertisers can engage viewers before and after the game is broadcast.

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