Massive, Nielsen: In-Game Ads Boost Brands

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NEW YORK Ad units placed within videogames that are played while connected to the Internet significantly influence traditional brand metrics while also providing advertisers with a degree of cachet, according to a new study commissioned by in-game ad firm Massive Inc.

The study, conducted by Nielsen Entertainment, found that across four prominent ad categories (automotive, consumer packaged goods, fast food and technology) brand familiarity increased by 64 percent among users who had been exposed to ads served into live games by Massive, which is owned by Microsoft.

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