Dive Brief: 

• Facebook announced Wednesday a new "Big Game" segment to target users talking about the Super Bowl. 
• The ad segment will constantly evolve and expand past just thought commenting on football to those discussing party plans, flat screen purchases, and other related topics. 
• The targeted group is modeled after Facebook's World Cup 2014 group, but will update more dynamically. 

Dive Insight: 

As cross-screen campaigns become more important —groups like the "Big Game" Super Bowl group will become more attractive to advertisers. The simpler Facebook can make it for advertisers to reach groups during special events— the more likely advertisers will think of Facebook when developing special event campaigns. The social network appears to be on a roll in recent months, so an ad segment seems to be the least the company can do to keep up with conversations surrounding Super Bowl XLIX.