Much like the social network’s existing ad-targeting options, the new Big Game targeting segment will allow brands to serve ads to users based on their interests, with all user data remaining anonymous.
Facebook said in a release announcing the feature:
The Big Game targeting segment is Facebook’s first segment that utilizes real-time conversations (updating frequently throughout the game) related to the Super Bowl. The segment includes not just football fans who like the Seahawks or the Patriots, but also people engaging (e.g., likes, comments, shares) around party planning, sharing recipes, buying a new flat-screen TV, halftime show commentary, chatter about your favorite ads and more, to identify new targets for the segment.
Anheuser-Busch vice president of consumer connections Lucas Herscovici told Adweek:
We leverage all the tools Facebook provides to try them out, see how we’re performing and optimize accordingly.
Our main brands — Bud and Bud Light — we’re activating them in a 360-degree campaign where the TV ad is just one different element in the storytelling, so digital obviously plays a huge role in telling the other parts of the story.
And a Facebook spokesperson told Adweek:
The best stories from advertisers are ones that are told in the same way people create and consume content. Facebook has the tools in place to help marketers improve campaigns and create content that is relevant and rewarding for people.
Readers: Will you engage on Facebook during Super Bowl XLIX?
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