Ahead of Super Bowl 50, Google reveals real-time ad plan

21 Jan 2016

Google is testing a new ad product that will allow marketers to serve real-time ads in response to relevant TV moments during Super Bowl 50

Twitter won’t be the only digital giant to capitalise on the real-time marketing opportunities at Super Bowl 50 – search giant Google is testing a new ad product that will allow marketers to serve real-time ads in response to relevant TV moments.

These ads will appear live on YouTube, as well as sites and ads connected to Google’s display ads network.

The product, called Real-Time Ads, will see Google capitalise on the ripple effect of live events, such as sports events like the Super Bowl 50 on 7 February, political rallies or awards shows.

The new format will allow ads to be dynamically inserted across YouTube, thousands of apps and more than 2m sites across the Google Display Network.

Super Bowl 50 will take place on 7 February at the Levi’s Stadium in Santa Clara, California. It is estimated that the cost of a 30-second commercial on CBS will be around $5m.

Digital giants like Google and Twitter are aiming to find new ways to help marketers exploit micro-moments using video, social media and apps.

Not to be outdone, it emerged that social networking rival Facebook is also creating a dedicated Sports Feed to offer stats and a place to chat about a sports game without cluttering up the regular feed.

Capitalising on micro-moments at Super Bowl 50

One of the first marketers to use the Google Real-Time Ad feed will be Wix.com, which has purchased traditional time on CBS during the Super Bowl.

It is understood that Comcast will also employ the format during the upcoming Oscar ceremony.

The Real-Time Ads system provides AdWords tools that enable marketers to pre-create ads that can be updated immediately to reflect a moment that is generating chatter on social media.

“With Real-Time Ads, brands will be able to instantly run an ad across YouTube, hundreds of thousands of apps, and over 2m sites in our Google Display Network with a message that ties directly to the big moment consumers just experienced,” Google said in a statement.

YouTube is also preparing a range of tools and services specifically around Super Bowl 50, including the ability to tune into YouTube AdBlitz to easily find and watch all the ads in one place. Last year, more than 300,000 hours of ‘big game’ ads were watched on YouTube.

The AdBlitz will begin on YouTube with a gallery of ‘big game’ ad teaser videos. The campaign includes exclusive series themed “How to Win Game Day” featuring some of the best-known YouTube Creators.

Users will also be able to vote for their favourite ads after the Super Bowl ends.

American football image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years