Presenting Real-Time Google Ads for Sunday’s Big Game

Google announced real-time ads to help brands intercept customers for the Big Game. Real-time ads will offer brands the opportunity to join the spontaneous conversations that spring up throughout the game (think “left shark” moments like from last year).

Google is opening the Real-time ads beta to include brands like Wix.com and will “roll out more broadly later this year.”

How Real-Time Google Ads Will Work

Paid Search ServicesHere’s how real-time ads will work. Businesses will be able to run ads instantly across Google’s Display Network—YouTube, Google Finance, Blogger, etc. When set up through Google AdWords, these ads can show in front of over 2 million sites and hundreds of thousands of apps.

Google says real-time ads will help brands “be a part of the conversation in a timely and relevant way.” We saw this happen with the infamous “left shark” meme that spawned from Katy Perry’s halftime show last year. We also saw it with Oreo’s Twitter during the stadium blackout during the 2013 game. We’ve seen how little moments can explode on social media. (Oreo received over 15,000 retweets for the blackout one.) It will be interesting to see what might happen this year.

Go Long with YouTube AdBlitz

Google is also bolstering its offensive line with YouTube AdBlitz, a central hub for watching Game Day ads.

  • Game Day commercials – Fans can check out all the ads that debut during the game. So, if you miss a good one while making a quick restroom play, head over to AdBlitz.
  • Teaser Gallery – More and more brands are releasing teaser versions of their ads. These build awareness and generate interest so viewers get hyped for the full version. And what’s more—research shows that teasers released before the Big Game get 2.2 times more views on average than those that waited.
  • Original Content – YouTube is teaming up with some of its most popular Creators on the days leading up to the game. Think of it like the Oscars Red Carpet Live pre-show, but for football.

Tune in and See How Real-Time Ads Turn Out

One crucial detail is that real-time ads must be pre-planned. As such, they can only be published in real-time; brands must know what they will post beforehand. This makes it harder to capitalize on “left shark” moments. But it could be decisive for brands with a good game plan.

If the timing of these Google ads is too soon for some, they’ll have another shot later. Real-time ads will likely play a part in the Oscars, the Olympics, Presidential debates, and other significant events that get tons of viewers.

Who knows what’s in store for this year’s 2023 Halftime Show? See how the real-time ads turn out this Sunday!

Game on!

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