In-game Advertising Set to Suck-up Carmakers' Ad Bucks
CickZ is reporting that eyeball experts Nielsen Entertainment have declared in-game ads effective brand builders. The audience measurement mavens performed a double-blind study on 600 gamers, setting them loose on one of two versions of Electronic Arts' "Need for Speed Carbon." One version was ad-less; the other included billboards hawking automobiles, consumer packaged goods, quick service restaurants and technology tools (presumably not the people conducting the experiment). Nielsen claims the automotive ads generated a 69 percent increase in purchase consideration among likely car buyers. Translation? Unknown. But according to Alison Lange Engel, marketing director for the Massive in-game ad agency, "There is a halo effect [no pun intended] that being in the game makes them [the brands] cool." Well she would say that, wouldn't she? In fact, so would Electronic Arts, which would like nothing better than to become the in-game advertisers medium of choice. And Nielsen, who undoubtedly aspires to become the measurement king of the new ad genre, which Parks Associates estimates will reach $2b by 2012. Who are also in the video ad game.
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