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Nielsen Now Measuring In-Game Ads

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October 19th 2006
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Nielsen Media Research has launched GamePlay Metrics, a new measurement service for video games. GamePlay will track the buying and selling of in-game ads and track audience gaming activities through the internet and TV. It’s the premier project from Nielsen’s new Wireless and Interactive Services division.

Nielsen hopes GamePlay will help the gaming industry develop an effective and standardized advertising-based business model to help cover skyrocketing development costs, especially those for next-generation titles. Nielsen also hopes the new service will provide advertisers, game manufacturers and developers with a more comprehensive view of the gaming audience, allowing them to target ads more efficiently and know exactly who’s consuming their games.

“The value of an entertainment medium is directly proportional to how well it is measured,” said Jeff Herrmann, Nielsen Wireless and Interactive Services’ VP in a statement. “A reliable and accurate standard of measurement for video gaming will drive advertising investment in this medium and help convert video game advertising from a discretionary advertising experiment to a must-have option.”

GamePlay uses Nielsen’s Anytime Anywhere Media Measurement system, which determines ratings for video content through statistical analysis of the more than 10,000 People Meter devices currently in the field. Because GamePlay uses the same system, Nielsen will also be able to determine what TV programs gamers like to watch. Results will start becoming available in mid-2007.



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