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Facebook Takes Page Out of Twitter Super Bowl Ads Playbook

This Super Bowl, Facebook is taking a page from Twitter's playbook. For the first time during a football championship the social media network is selling ads that target people based on what they are talking about in real time.

These include video ads that will play automatically on Facebook's newsfeed, triggered by key words that members mention in their posts as they watch the game on Feb. 1. Smartphones and tablets provide a second screen for the Super Bowl's 100 million television viewers to comment about the game as it proceeds, giving advertisers a more precise way to target messages.

Twitter is the leader in this arena that other social media networks are seeking to emulate. Mondelez International's Oreo sent out clever tweets when the lights went out during the Super Bowl in 2013, a stunt considered to be a marketing coup.

At last year's Super Bowl, marketers on Facebook could target ads to segments of members based on their likes, profiles and demographic information. Facebook has introduced real-time targeting features since then, and this year the social network, with 155 million daily users in the United States and Canada, will customize audience clusters that advertisers can target in real time during the game.

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-- Reuters