As Super Bowl advertising has evolved rapidly over the past few years, STRATA director J.D. Miller explains how companies are changing their playbooks to make sure the effects of their ad campaigns last well beyond the big game. With advertisers paying more than ever -- $4.5 million this year for a 30-second spot, Miller explains the influence the Super Bowl really has on ad campaigns and how companies are ensuring they get a return on their investment. As companies have started releasing teasers of their commercials prior to the game in recent years, Miller reveals how this strategy helps create a bigger, longer-lasting buzz among consumers. Plus, he details the significant ways in which social media platforms are capitalizing on the big game.