Massive today unveiled a new in-game advertising methodology that allows advertisers to better see the behavior of online consumers. Advertisers will be able to examine which ads push players to visit which web sites and conduct brand-related search queries.
"We know from 85-plus independently verified post-campaign studies that in-game advertising increases brand engagement," said JJ Richards, general manager of Massive, the creator of a leading network for dynamic video game advertising. "But what we didn't know was the correlation between in-game ads and consumer action. Through this collaboration with comScore, we will also now be able to measure those consumer actions that result from in-game ads. We think this has the potential to literally 'change the game' for both advertisers and publishers who want to improve the effectiveness of their in-game ad efforts."
Called the AdEffx Action Lift for Gaming, it measures the console serving via Massive with comScore's ratings. The methodology is similar to what is currently done with other advertising media, making users' data anonymous.
"We believe AdEffx Action Lift for Gaming puts in-game advertising campaign measurement on a level playing field with comparable digital media," said Mike Hurt, senior vice president, comScore. "With this kind of methodology, we are addressing the need for better standards of ad effectiveness measurement across all forms of digital media. Advertisers can now track post-campaign online activity, including direct Web site visits, search queries and other consumer behaviors among people who have been exposed to in-game ads."
