Numbers Game
Oh, to be a fly on the (virtual) wall. Gaming advertisers have long wished they had better insight into players' behavior, both on and off gaming platforms. But soon they'll have one more tool in their arsenal for achieving that goal, with the launch of Nielsen's GamePlay Metrics service this summer.
"Nielsen's goal is to produce an integrated view of the digital consumer's media consumption activity and habits," says Jeff Herrmann, vice president of Nielsen's wireless and interactive services division. "There's a whole lifecycle of marketing to consumers, and we have a vision to be the end-to-end conduit."
Starting with data from its People Meter technology, GamePlay Metrics will provide basic usage data and cross-media consumption. Product consumption will be tracked by Nielsen's Homescan program and through its sports division, FANLinks.
"I think Nielsen's product will be a great complement to all the data sources we already have," says Art Sindlinger, vice president and director of Starcom USA.
Sindlinger feels the challenges Nielsen faces are twofold: how broad a set of titles can be reliably tracked, and reconciling when the experience expands and goes to multiple dimensions.Recent OMMA Magazine Articles
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Agency of the Year: Gold -- Digitas Dec. 28, 4:43 p.m.
With its newsroom approach to real-time brand storytelling, Digitas continues to create campaigns with Page-One punch ...
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Agency of the Year: Bronze, Design -- Digitaria Dec. 5, 4:44 p.m.
By tuning out East Coast chatter and conventional thinking, Digitaria creates digital designs that are as ...
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Agency of the Year: Silver -- AKQA Dec. 5, 4:42 p.m.
The reason this company keeps winning, year after year? It’s taken its magic far beyond traditional ...
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Agency of the Year: Bronze, Mobile -- PHD Dec. 5, 4:41 p.m.
To reach the fast-growing audience of smartphone owners, Omnicom's PHD isn't afraid to pump up the ...
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Agency of the Year: Bronze, Search -- Covario Dec. 5, 4:41 p.m.
San Diego-based Covario’s commitment to clients results in increases in traffic, conversion rates and sales. But ...
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Agency of the Year: Bronze, Media Planning -- mediahub/Mullen Dec. 5, 4:40 p.m.
For its strategic breakthroughs, mediahub/Mullen goes beyond asking what to buy. Instead, it creates an enduring ...
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Agency of the Year: Bronze, Creative -- Wieden + Kennedy Dec. 5, 4:39 p.m.
From making moms the star of the Olympics to its Southern Comfort everyman, Wieden + Kennedy ...
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Ed:Blog Dec. 5, 4:38 p.m.
While choosing OMMA Agency of the Year winners is never easy, making the final cuts this ...
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Agency of the Year: Bronze, Small Agency -- 72andSunny Dec. 5, 4:36 p.m.
With its choregraphed percussion of brilliant ideas and precise execution, 72andSunny gets more attention than agencies ...
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Agency of the Year: Bronze, Social -- Pereira & O'Dell Dec. 5, 4:35 p.m.
Thinking far beyond Facebook and branded content, Pereira & O’Dell knows how to put on a ...
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