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Massives’ in-game ad campaign drove new users to Microsoft Bing decision engine, comScore research

Microsoft’s Massive Inc., and comScore’s released a case study that highlights that Massive’s in-game advertising campaign for Bing had direct impact on consumer behavior, including site traffic, query searches, and emphasizes Massive’s ability to measure return on investment (ROI) as effectively as other forms of digital marketing, such as online display or video advertising. Noteworthy results include: After exposure to Bing ads in-game, percentage of gamers visiting & searching on Bing.com increased up to 108% — two-thirds of whom were new Bing users; 71% gamers recalled seeing Bing ads; 60% gamers had more positive opinion of Bing after seeing brand advertised in their games. “We believe AdEffx Action Lift for Gaming research methodology is a ‘game-changer’ for in-game advertising,” said Mike Hurt of comScore.

Full Results: Massive in-game ads drive measurable ROI for Bing


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