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BizReport : Advertising archives : October 12, 2009

comScore launches gamer targeting platform

In-game advertising is quickly becoming a solid resource for marketers, but many are still unsure how to go about targeting and segmenting the fast-growing online gamer segment. Enter a new tool from comScore which helps marketers better target and segment the gaming audience for increased campaign ROI.

by Kristina Knight

">Called GamePlan, the new platform helps gaming publishers and developers optimize the online space using consumer data. The targeting tool combines consumer behaviors with comScore's longitudinal measurement of attitudes and lifestyle to give them a better understanding of the gaming marketplace. For advertisers and marketers, the platform helps to identify and target specific gaming segments to reach a more engaged audience.

"Success in the gaming industry depends greatly on how well you understand your audience and your ability to demonstrate the value of that audience to advertisers," said Edward Hunter, comScore director of gaming solutions. "comScore GamePlan is the critical digital intelligence tool that gives gaming publishers and developers a detailed view of their audiences across a multitude of attitudinal, behavioral and lifestyle attributes, enabling them to optimize their offerings and better communicate their value proposition to potential advertising partners."

Just how big has online gaming become over the past few years? comScore research shows that gamers in the 18+ age bracket are also using streaming video and streaming audio at higher rates than non-gamers. Nearly 40% are streaming between one and five videos daily. Compare that to the 34% of the total online audience who are streaming the same amount and you can see that gamers are more engrossed in online content.

For audio streaming, just under 35% are streaming between one and five audio segments compared to 30% of total online audience.

On October 13, 2009, comScore is offering a GamePlan introductory webinar for brands, publishers and developers to see what the platform can do for them.

Tags: comScore, game developers, game publishers, gaming, gaming ads, in-game ads, online games, online gaming

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