“What’s unique about the Super Bowl is that the ads are part of the experience,” Power observed. “It’s a cultural moment we’re all experiencing at the same time.”
Those shared moments matter just as much as the highly personalized ones. For Bilgrei, Google TV’s job is not to pigeonhole users into one profile or another, but rather to open them up to a wealth of content they might enjoy.
“Surprise and delight is just so huge,” she said. “People don’t necessarily think they’re going to watch certain content, and then it’s just kind of a phenomenon, and then people click into it and start to watch more.”
When this approach is executed well, everybody wins. Users get the content they want, come back for more, and brands can reach them on a platform they’re loyal to. “That’s where the advertisers want to be,” Bilgrei concluded.
