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IGA, Interpret Team Up to Measure In-Game Ads

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Jul 21, 2006 

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Sarah Novotny  |

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IGA, Interpret Team Up to Measure In-Game Ads

To correspond with the rising popularity of in-game advertising, IGA Worldwide and Interpret LLC have developed a rating system to measure the value of in-game ad venues. The measurement currency, known as Gameasure, is fed data from thousands of gamers that play games at least once a week, and provides IGA with metrics such as title, demographics, reach, frequency, duration, and depth of engagement. By providing IGA’s portfolio of video games with the rating system, Gameasure creates a “common language” between advertising agencies and game publishers to evaluate the value of in-game advertisements.

“For the first time in the evolution of in-game advertising, advertisers will be provided with an independent measure of the value of dynamically served ads,” said Justin Townsend, CEO of IGA Worldwide, in a statement. “Brands want proven metrics for their ad investment and IGA is the first company to deliver third party data that is far and away ahead what’s available in traditional advertising mediums.”

Michael Dowling, CEO of Interpret, adds that advertisers, until now, had no way to comprehend the true value of in-game advertising. He felt that, “With an ever expanding audience at all age levels for video games, and fractured media habits, delivering an accurate and credible measure of ads in games is critical to the growth of the industry and crucial for advertisers.”

The Gameasure rating system is compliant with the Media Rating Council’s minimum standards compliance and creates a standard for the CPM rates of in-game advertisements.

Tags: IGA, in-game_advertising, Intel, interpret_LLC, metrics and partnerships

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