There’s been studies, forecasts, and controversy over measurement of in-game advertising. IGA Worldwide said it will underwrite what it calls “an intensive U.S. study of the effectiveness of in-game advertising.” The research will be conducted by BASES/Nielsen Entertainment. Partners include Electronic Arts and Activision on the video game side, and Omnicom’s Organic and PHD units on the agency side. EA and Activision games will be used to conduct the research.
IGA outlined the objectives:
- To support in-game advertising opportunities.
- To deliver new insights between brands, consumers, and the medium.
While any research in the space will benefit the medium, it’s not the first, and it won’t be the last. A recent eMarketer forecast puts at $502 million for this year, and says U.S. video game advertising spending could reach $969 million by 2011. Double Fusion conducted research a few years ago on recall of ads seen in games. Research will be conducted in June, and results are expected to be available in August.
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