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‘AdEffx Action Lift for Gaming’ In-game advertising research methodology Launched

A new research collaboration between Massive and comScore, developed an innovative methodology, with which, advertisers’ll get an inside look at 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. The methodology’s similar to ad tracking and measurement standards currently accepted for other forms of digital advertising, and strictly maintains consumers’ anonymity in the process. “AdEffx 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. By combining Microsoft’s proprietary, non-personally identifying Anonymous ID data, which’s common across Xbox LIVE and Windows Live ID, with user data from comScore’s panel of 2 million Internet users worldwide, 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.”

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