Facebook is making some big moves ahead of the Super Bowl, announcing that for the first time the company will be selling ads that target people on what they are talking about in real time. The Big Game targeting segment marks the company’s first segment that “utilizes real-time conversations (updating frequently throughout the game) related to the Super Bowl” and includes football fans as well as people engaging around topics likes party planning, sharing recipes, buying a new flatscreen TV, etc. The audience segment will then change as more people become engaged with different Super Bowl topics on Facebook. Last year, 170 million people were reached with stories about the Super Bowl on Facebook on game day.

Upping the ante, Facebook will also unveil its own Super Bowl experience. The hub will allow users to not only see posts from friends and people in their network, but also view real-time reactions from people around the world with Live Feed; see photos and videos from news outlets; read posts from the NFL, teams, players, NBC and other public voices with In the Story; check out live scores, the current play time, and play by play updates at a glance as well as join the conversation by posting about the game.

“We want to incorporate the social experience of going to a game into the ‘lean-back’ experience of watching on the couch at home,” says Dan Reed, Head of Global Sports Partnerships for Facebook. “Facebook brings together the single largest collection of sports fans anywhere on the planet, into one global, mobile, social stadium.” Out of the 1.35 billion people who use Facebook worldwide, more than 650 million of them are connected to at least one sports Page. Facebook is the world’s largest real-time, social media audience.More than 350 million unique people joined the conversation on Facebook about last year’s World Cup.