ComScore makes Massive breakthrough with in-game ads

US— Microsoft’s in-game ad network Massive has been working with ComScore to develop a way of measuring whether the adverts gamers see influence their online behaviours.

The AdEffx Action Lift for Gaming service compares in-game console ad serving data to ComScore’s post-campaign panel data to determine ad effectiveness.

ComScore is able to match online behavioural data from its panel members to gamers using Microsoft’s “proprietary, non-personally identifying Anonymous ID data”. Anonymous IDs are assigned to individual Windows Live profiles, and these profiles grant users access to Microsoft’s web properties and the Xbox Live subscription online gaming service.

Massive general manager JJ Richards said previous studies had shown that in-game advertising increases brand engagement. “What we didn’t know was the correlation between in-game ads and consumer action,” he said.

According to ComScore senior vice president Mike Hurt: “Advertisers can now track post-campaign online activity, including direct website visits, search queries and other consumer behaviours among people who have been exposed to in-game ads.”

A submission has been made to the Advertising Research Foundation to validate the methodology, the partners said.

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

1 Comment

Anon

I think this is a break through for sure for in game ads. Comscore and other marketing research companies such as Safecount are coming a in in-gaming ads and measuring consumer behaviors.

Like Report

Display name

Email

Join the discussion


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts