Research firm comScore is helping Microsoft gaming division Massive track the impact of in-game ad campaigns on gamers’ online behaviour. The move is aimed at encouraging more brands to advertise in-game by proving such campaigns are cost-effective.
Preliminary research conducted by comScore using the new methodology on a number of recent Massive in-game campaigns showed that people exposed to in-game ads demonstrated the following behaviors when compared with a control group of people who were not exposed to the ads:
- 280 percent increase in visits to a TV channel’s Web site
- 125 percent increase in search queries for a movie rental brand and 57 percent spike in visits to its Web site
- 17 percent increase in visits to entertainment sites after seeing ads for a particular movi
Read more about this here
(Article Source: CNN Money.com)