Microsoft's in-game ad firm Massive has teamed up with digital research firm comScore on the new AdEffx Action Lift for Gaming, a methodology aimed at measuring the effectiveness of in-game ads.
AdEffx takes Massive's in-game ad serving data and combines that with comScore's third-party post-ad campaign panel -- made up of 2 million web users -- in order to measure the effectiveness of the advertising.
Massive's general manager JJ Richards said, "We know from 85-plus independently verified post-campaign studies that in-game advertising increases brand engagement. 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."
Within the new methodology, comScore utilizes Massive's relationship with Microsoft by pulling anonymous data from services including Microsoft's Xbox Live and Windows Live ID. comScore then combines that data with input from its large panel to determine if ad viewers visited the product's website, searched for the brand online, or other relevant activities.
"We believe AdEffx Action Lift for Gaming puts in-game advertising campaign measurement on a level playing field with comparable digital media," said comScore SVP Mike Hurt.
Massive head Richards recently contested some media reports
that in-game advertising is faltering, stating that the market is "thriving" and on track to reach $1 billion by 2014. "Gamers are consuming the experience
with the ads. The ads add to and enhance that experience," he wrote (emphasis original).