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NEW YORK IGA Worldwide has partnered with Nielsen Entertainment to conduct a landmark study of the effectiveness of advertising in videogames.
To produce the new research, which will be compiled from June through August of this year, IGA has signed on two top videogame publishers—Electronic Arts and Activision—as well as a pair of Omnicom agencies: Organic and PHD. Nielsen will leverage the company’s Bases online research panels to measure videogame advertising’s ability to impact classic ad effectiveness yardsticks, such as awareness and intent to purchase.
According
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