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BizReport : Advertising archives : November 13, 2009

comScore, Massive partner for gaming insight

Online gaming is hot right now and marketers interested in capturing consumers' attention are beginning to take note. One problem with in-game advertising has been the transparency of ad platforms. A new partnership between metrics firm comScore and gaming solution Massive could help marketers better see how and when consumers are engaging with game ads.

by Kristina Knight

"We know from 80-plus independently verified post-campaign studies that in-game advertising increases brand engagement," said JJ Richards, general manager of Massive Inc., 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 partnership 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."

The platform works by allowing comScore to see what consumers served an in-game ad do post-viewing. comScore will be able to tell if a consumer visited a brand's website or queried a branded search among other behaviors. To date, researchers have found that in-game ads increase visits to television websites (280%), increased search queries (125%) and increased website visits (57%)

Mike Hurt, senior vice president, comScore said, "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."

How big is gaming? A recent comScore-Japan study found that the Japanese gaming population grew by 28% within the past year. Studies have also shown that teens and young adults are not the only people playing; women, especially between ages 24 and 44, have seen big increases in the time spent playing online games.

Tags: comScore, in game ads, in-game advertising, Massive, online advertising

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