Getting Net metrics out of in-game ads
Game smarts. In-game advertising network Massive Inc has joined forces with metrics firm comScore to develop a new methodology to give advertisers a look at how games motivate players to engage in further online activities.
The AdEffx Action Lift for Gaming tool matches in-game console ad serving data from Massive with comScore’s post-campaign panel data to track in-game advertising effectiveness, allowing the latter to determine if panelists who see in-game ads subsequently visit a brand’s web site, search brand-related terms or engage in other related online behavior.
Research conducted by comScore on a number of recent Massive campaigns showed that people exposed to in-game ads demonstrated a 280% increase in visits to a TV channel’s Web site, a 125% spike in search queries for a movie rental brand, as well as a 17% rise in visits to entertainment sites after seeing ads for a particular movie.
“We know from 85-plus independently verified post-campaign studies that in-game advertising increases brand engagement,” said JJ Richards, general manager of Massive. “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.”
“With this kind of methodology, we are addressing the need for better standards of ad effectiveness measurement across all forms of digital media,” says Mike Hurt, svp of comScore. “Advertisers can now track post-campaign online activity, including direct website visits, search queries and other consumer behaviors among people who have been exposed to in-game ads.”
