Nielsen, Massive to Measure In-Game Ads

LOS ANGELES Nielsen Interactive Entertainment and Massive Inc. today announced a partnership to provide third-party measurement of advertising within online gaming.

The enterprise claims it will be the first to offer “100 percent insight into the behavioral characteristics of game play” of online players.

New York-based Massive is the first company to start an in-game advertising network [Adweek Online, May 13] in which live ads can be placed within the games of major software companies as they are played online. Massive already has deals with six major software vendors representing some 30 titles. Advertisers during the company’s current beta-testing phase include RealNetworks, Verizon and Dunkin’ Donuts.

Information Massive is providing to clients is “not based on sampling, but on specific one-to-one data,” said Mitch Davis, CEO of Massive. He said the Nielsen-Massive partnership would draw “another connection line between video game advertising and effectiveness, creating more tools for brand marketers.”

Michael Dowling, general manager of the Los Angeles-based NIE, said that “as companies like Massive expand the in-game advertising network market, Nielsen Entertainment would be in lockstep to develop and deliver the foundational infrastructure to support the evolution of this burgeoning industry.”

NIE, a subsidiary of Nielsen Entertainment, is a unit of Adweek parent VNU.

Executives from each company said the collaboration would work towards defining standards equivalent to those used in television buying and planning such as daypart, frequency and geo-targeting information.

The first reports are expected by the second quarter of 2005.