A research partnership between Massive Inc., a wholly owned subsidiary of Microsoft Corp., and researcher comScore will allow advertisers to know how in-game ads motivate gamers to visit Web sites, conduct brand-related search queries, and engage in other online actions. 

Ad Effx Action Lift for Gaming measures effectiveness of in-game advertising on online consumer behavior.

“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.

Ad Effx Action Lift for Gaming matches in-game console ad serving data from Massive with comScore’s third-party, post-campaign panel data to track and measure in-game advertising effectiveness.

It combines Microsoft’s proprietary, non-personally identifying Anonymous ID data, which is common across Xbox LIVE and Microsoft Web properties (known as Windows Live IDs), with user data from comScore’s panel of two million Internet users worldwide, says comScore.

Then comScore can determine if panelists who saw in-game advertising subsequently visited a brand’s Web site, searched brand-related terms, or engaged in other online behaviors important to advertisers.

The methodology, according to comScore, is similar to the ad tracking and measurement standards currently accepted for other forms of digital advertising, and maintains consumer privacy and anonymity in the process.

Preliminary research conducted by comScore using the new methodology on recent Massive in-game campaigns showed that people exposed to in-game ads demonstrated the following online behaviors when compared to a control group of people who were not exposed to the ads:

  • 280% increase in visits to a TV channel’s Web site; 
  • 125% increase in search queries for a movie rental brand and 57% spike in visits to its Web site; and 
  • 17% increase in visits to entertainment sites after seeing ads for a particular movie. 

“We believe Ad Effx 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.

Massive and comScore have submitted this new methodology to the Advertising Research Foundation for validation.

The announcement coincides with the second annual Microsoft Advertising Gaming Upfront event in New York City. The event showcases new video game titles from leading game publishers to enable advertisers to connect and engage audiences on the Massive in-game advertising network.

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About Rakesh Raman

Have extensive editorial, content management, and integrated communications experience and have worked as a senior tech journalist, analyst, and columnist with different newspapers, magazines, and Web/online properties in India.

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