For the first time, advertisers will be able to see the direct impact that in-game advertisements have on consumer online behavior, thanks to a new research collaboration between Massive Inc., a wholly owned subsidiary of Microsoft Corp., and comScore Inc.
Through an innovative methodology developed by the two companies, advertisers will get an inside look at the degree to which in-game ads motivate gamers to visit Web sites, conduct brand-related search queries and engage in other online actions, something that previously had gone unmeasured.
“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.”
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