Nielsen to Measure PS3 Advert Effectiveness
With in-game advertising blowing up like a limp balloon, the race to make the format more attractive to potential advertisers is on, with television's old friend Nielsen hoping to provide a friendl
Sony Computer Entertainment America and media ratings firm The Nielsen Company today announced their plan to create a measurement system for in-game advertising on Sony systems. Under the arrangement, user traffic data from Sony PlayStation 3 consoles--including the PlayStation Network and its upcoming virtual world Home--will be analyzed and benchmarked by Nielsen, with the goal of calculating the reach, frequency, and effectiveness of game network advertising. The data will then be combined with information from Nielsen's National People Meter panel, which already tracks the game usage of over 12,000 homes, and used as part of its GamePlay Metrics initiative.
"By marrying SCEA's server-side data traffic with our standard ratings metrics," said Nielsen Games vice president Jeff Hermann, "we will be able to provide advertisers with a much more robust picture of the impact of their game network advertising and of those consumers who are actually playing games, all while preserving consumer privacy."
Nielsen GamePlay Metrics is the first product developed by the Nielsen Wireless and Interactive Services division. The service will use a patented approach to generate comprehensive analysis of in-game advertising demographics sorted by game title, genre, and platform. Subscribing clients will also receive ratings charts and rankings that list the most-played games, similar to the way Nielsen already ranks the most popular television shows of the week. The service will launch later this month.
Not the first time Nielsen has partnered with a video game company, the firm approached publisher Activision in 2004 to develop similar tracking technology. The project served as a prototype for the GamePlay Metrics system.
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Str8Dog
replyRepost of my comment from the last Advertising in Games story. Also I really dig this new story based format you guys are using. I read a lot more of the front page now than I used to. Keep it up.
You know, advertisements on the internet were not that bad when they first started showing up. Simple little banner at the top of the page with a slogan and a link.
Then the animated gifs came. The ads increased in size. More were added to each and every page. Some clever marketer thought to make their ads look like system dialog boxes.
Then flash hit the scene. The ads increased in size right along with the page load time. Ads started attempting to give you epileptic seizers. We were tempted to punch the fucking monkey.
Then came inserticals where every god damn click took you to a full page ad before it allowed you to view content. Or the Slate model where you had to view ads that set a cookie that allowed you to view content.
Then came the shitty flash hover ads that covered the content until you dismissed it.
And I haven't even brought up fucking pop-ups yet. Or scumware.
Gaming is going to go though the same shit in the next 10 years. Absolutely no benefit will come to the consumer. Game prices will continue to go up. Games will continue to become shorter. And we will be fed sequel after sequel and all innovation and creativity is sucked out of the medium just like TV, Music and Movies.
Eventually there will come a point where I just say fuck it. I'll read a book.-
As long as they advertise in a creative, passive, and unobtrusive matter, then I don't care. But this is the slippery slope of advertising, and we are in for the long haul.
Hopefully developers and publishers don't get sucked into some marketing firm's spiel about all the money they'll get from these in game ads.
Has anyone published numbers on the amount of revenue generated from in game ads? For both the Publisher/Dev of the game, and for the company doing the ads or the makers of the product featured in the ad? -
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