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Nielsen Facilitates Advertising in Games

Posted Jul 26, 2007 by Keith Cross

Nielsen Facilitates Advertising in Games

The Wall Street Journal has posted an interesting article about Nielsen ratings and advertising in video games. The article also releases information from the study about who is playing on what console and for how long.

The audience-measurement system that helped television and the Web evolve into important vehicles for advertising is here for a new medium: videogames.

Nielsen Co., of New York, which tracks television and Internet usage, is today unveiling the first results from a new service, Nielsen GamePlay Metrics, that can track what games users are playing, on which devices and when. The service could provide one of the most complete pictures yet of game usage on consoles like Microsoft Corp.'s Xbox 360, Sony Corp.'s PlayStation 3 and others -- major data that could help game publishers sell ads within the action of their games.

"Advertisers are seeking new demographics, and they know gaming is an engaging new platform," says Jeff Herrmann, vice president of Nielsen Games and Nielsen Wireless. "They want to quantify gaming," Mr. Herrmann noted.

In-game advertising is similar to product placement in movies: Game publishers offer certain elements within their virtual environments -- such as billboards in stadiums and vending machines inside buildings -- for sale to brands. As online gaming -- including on consoles -- becomes more pervasive, game publishers see a lucrative opportunity to deliver in-game ads dynamically over the Internet, changing the ads at regular intervals.

Read the full article here.

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