Today's digital ads can easily be enhanced for greater effectiveness, writes Tessa Wegert. Consider creatively enhancing a Twitter campaign with the six-second video-sharing utility, Vine, as Threadless and Gap Canada have. Make video ads clickable for further engagement, using a technology such as that by Real Media Group. And don't ignore hashtags, which "may well represent the single most effective way to steer a conversation about your brand online," Wegert writes.

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