This is a good news for marketers that would be looking forward to using Facebook during this year’s Super Bowl campaigns. The social networking giant has announced a “Big Game” segment that would make it easier for advertisers to target people based on conversations about the Super Bowl. This feature uses real-time conversations to target segments of the Facebook population that might be interested in the Super Bowl.
The target segment would not just include football fans. It would also include users that would be actively “liking”, commenting on and sharing content related to the Super Bowl. This might range from recipes, party plans, flatscreen TVs or sharing content or commercials related to the game. The segment would remain dynamic with frequent updates and growing as users would become more involved in topics related to the Super Bowl as the event will approach and throughout the awaited Super Bowl Sunday.
For last year’s Super Bowl campaign, advertisers targeted Facebook segments based on interests. For instance, football or teams such as Denver Broncos or Seattle Seahawks. This year’s campaign would emulate that adopted during the World Cup and will thus remain more dynamic and get updated constantly.
Facebook has found out that mixing live sporting events with ads has proven to be effective in targeting specific demographics. Several companies have doubled their customer reach during these periods. This new ad feature is available for advertisers on Facebook and can be found on the site’s ads interface under “Seasonal and Events” category in the “Behaviors” section.