Google announced a new ad format called real-time ads. The announcement came buried in a post about the countdown to the “big game,” which discusses YouTube AdBlitz, game day commercials, etc.

The real-time ads are a way for brands to run across numerous Google-owned and network sites at once. Google’s Natalie Marchant says:

There are millions of moments that bring everyone together during live events – the play that clinches the game, or that “left shark” performance during the halftime show. To help brands be a part of these conversations in a way that’s timely and relevant, today we’re opening our Real-time ads beta to more brands including Wix.com, and we plan to roll it out more broadly later this year. With Real-time ads, brands will be able to instantly run an ad across YouTube, hundreds of thousands of apps, and over 2 million sites in our Google Display Network with a message that ties directly to the big moment people just experienced live.

VentureBeat points out the similarity to Twitter’s event targeting introduced last year, when it said:

Whether it’s a presidential election, Coachella, Mother’s Day or the Super Bowl, if it’s happening in the world, it’s happening on Twitter. Starting today, advertisers will be able to reach audiences interested in these events with a new feature called event targeting. With event targeting, you can activate around live moments, quickly and easily. We’ll help you discover and plan for these moments, learn more about the participating audiences through valuable insights, and with one click, create a campaign that delivers the right message to just the right users as the event unfolds.

YouTube AdBlitz will currently let you watch ad teasers. On the day of the Super Bowl, you’ll be able to watch and vote for your favorite ads.

Image via Google