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    23andMe bucks the linear TV decline with its return to the ad channel

    The future of video advertising may be connected video, but some brands aren’t ready to jettison linear television from their media mixes just yet.

    Linear’s value is its broad reach and storytelling capabilities, and that’s why 23andMe, a biotechnology company known for its ancestry tests, has returned to broadcast advertising after a brief hiatus last year, according to Tracy Keim, the company’s chief brand officer.

    “One of the main reasons was the stories that we keep getting [from customers for the campaign] are so overwhelmingly unbelievable that we felt like getting them out on digital and in social wasn’t enough,” Keim said, referring to the company’s return to storytelling via linear broadcast for its latest campaign.

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