Today we released the results of a Massive in-game advertising campaign for Bing. This is a great example of the capabilities of the measurement methodology we developed with comScore called AdEffx Action Lift for Gaming. We announced the collaboration to develop the methodology late last year.
The results are pretty cool, including:
- After exposure to the Bing ads in-game, the percentage of gamers visiting and searching on Bing.com increased up to 108 percent –- two-thirds of which were new Bing users.
We’re excited to now offer a measurement methodology for in-game advertising that is on par with measurement standards of other traditional digital media, and show that in-game yields tremendous ROI results. Great news considering online gaming in North American will grow substantially in the next 5 years to over 175 million gamers1.
By the way, have you heard? the methodology also recently won the Advertising Research Foundation Great Mind 2010 award for innovation!
1 DFC Intelligence. Online Game Market Forecasts, 2009.