Aiming to sell more ads during live events, Google officially unveiled a new ad product today called “Real-Time Ads.”

The product, Google says, enables brands to push out ads in real time to YouTube, as well as to “hundreds of thousands of apps, and the 2 million plus sites in the Google Display Network.” The product’s first major test will be the upcoming Super Bowl — and Comcast and site-builder Wix have committed to using it during the event, said Google.

Google previously tested its real-time ads in “a limited beta” with EA Games and American Express.

At a press event in New York this morning, Google described the initiative in a way reminiscent of Twitter’s own pitch to brands last year:

Millions of people rely on Twitter to discover and engage with a variety of live events. 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.

And like Twitter, Google shared during the event that, while it’s product works in real time, “right now, the content is typically pre-planned.” Brands can only move so fast.

VentureBeat