Massive (Microsoft) reveals ingame advertising results

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From Marketingmag.com: Microsoft’s in-game ad business, Massive, has engaged comScore to gain insight into the worth of clients’ in-game advertising spend.

JJ Richards, Massive general manager, said the question is whether gamers take action after encountering ads during play.

“We know from 80-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.”

Microsoft will combine its anonymous ID data, common across Xbox LIVE and Microsoft’s web properties, with user data from comScore’s panel of two million to determine whether panelists who saw in-game ads subsequently visited brand websites, searched brand-related terms, or engaged in any other online behaviours valuable to advertisers.

comScore has conducted some preliminary research using this new methodology on some recent in-game Massive campaigns. The results were heartening for the company, consumers exposed to in-game ads for:

* TV shows were 280% more likely to visit a TV channel’s website
* 57% more likely to visit a movie rental brand’s website

* 17% more likely to visit entertainment sites after seeing ads for a particular movie, and

* Consumers exposed to related ads were 125% more likely to search for a movie rental brand

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Let Them Play With Your Brand

>This is the presentation I recently held at the Marketing Information Event in Rotterdam and the day after at the Cc_Live Interaction event in Den Bosch. Go Check it out!

Posted in Bart Hufen, game advertising, gamevertising, Presentation | No Comments »

The Great Flu

>The Great Flu

Could you BE anymore actual!?

Play the game and find out how YOU can fight the flue….


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Kia Soul – Massive In-Game Ads

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Not necessarily my way of ingame advertising, because this is still logo pushing without adding anything for the consumer… still – it works according to Massive’s latest effectiveniss reports. Check Massive.com or visit www.brandnewgame.nl and make an appointment for more information.

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Massive: The Future of In-Game Advertising

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This is what Massive promises on gamevertising – there’s a game for everyone!

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Webinars on Ingame Advertising & Gamevertising

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Check out a cool presentation on ingame advertising by Massive / Xbox.

You have to leave your contact details to be able to log in.

Next session is next week on Tuesday! – Don’t miss it!

WEBINARS

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In-game advertising of Puma in Wipeout Pure

>An example how ingame advertising should NOT be done… Incredibly annoying, pushy, repetitive and non-creative. This is terrible.

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IAB defines ingame advertising guidelines

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The IAB has defnined guidelines for ingame advertising together with partners like Google, Microsoft and Sony PlayStation.

The guidelines can be downloaded here at the bottom of the page.

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Need For Speed Undercover – Renault Megane Coupe Trailer

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Nice (but very short) trailer of the Renault Megane in EA’s Need for Speed: Undercover. Plenty of consumer generated movies as well on Youtube by the way…

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Home – In Game Advertising Webinar

>Home – In Game Advertising Webinar


Join an online event and discussion about ingame advertising in a series of 7 events upcoming months.

Check the link to subscribe to the events.

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