The Super Bowl, for many, is as much about advertising as it is football. As smartphone and tablet use continue to climb, television-watching in general is becoming a much more interactive experience for consumers, and obviously advertisers want to take advantage of the phenomenon.

“CBS is once again set to live-stream the game, and was almost completely sold-out of mobile inventory space in December, with prices ranging from high six to low seven figures,” Sephi Shapira, CEO of mobile marketing firm MassiveImpact tells WebProNews. “But, marketers aren’t just thinking about people live-streaming the game, they’re thinking about how to engage with traditional TV viewers via mobile.”

“Prior to the start of the game, many brands are looking for viewers to interact with traditional television ads on their mobile devices,” Shapira adds. “That interaction is about more than increasing traffic to an app or mobile site; it’s about specific end-user targeting. Based on how the viewer reacts to the television ad on their mobile device, the content they receive for the rest of the game via mobile will be tailored to the individual’s initial mobile interaction.”

“This individualized content should mean large returns for advertisers, and will continue as a trend for interaction through the upcoming year,” Shapira notes.

“Mobile ad personalization is a focus for the industry moving into 2013,” Shapira says. “Some firms have already instituted the use of real-time performance analytics to increase end-user ad relevancy. These firms leverage past mobile purchases, past mobile browsing history, and geo-location to ensure that end-users only receive timely and relevant ads.”

A lot of Super Bowl viewers just got new tablets and smartphones for Christmas, and will no doubt be holding them through the game. Meanwhile, mobile apps are becoming as popular as TV itself.

According to recent data from Gartner, mobile ads are expected to rake in $11.4 billion in 2013.

Hulu’s AdZone is here if you want to check out the Super Bowl ads.