Madden Game Uses Google to Create Gif Ads in Real Time

Ads will mimic action on the field

EA Sports: It's in the meme. To promote its flagship Madden football game, EA Sports is trying out a new Google advertising program that allows the game maker to quickly create gif ads and customize the message based on what is happening on the field.

The real-time marketing technology represents Google's answer to social media channels like Twitter, which seem to dominate the second-screen conversation when it comes to football and other live events. Now, Google is creating digital ads in the moment and serving them to fans browsing sports-related sites—not their Facebook feeds—at halftime.

The Madden 15 ad campaign launch is tied to the start of the NFL season with the Seahawks and Packers playing tonight.



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