Nielsen Gains Momentum With Videogame Ratings Service

VNU's Nielsen Entertainment unit Wednesday announced another deal to provide third-party measurement for a videogame advertising network. Nielsen, which previously announced agreements with industry leader Activision, said it would also begin providing videogame advertising reports for the Massive Video Game Advertising Network beginning in the second quarter of 2005.

Massive utilizes an advertising network structure much like online ad networks, but guarantees delivery of advertising in the form of standard TV advertising units, either 15- or 30-second spots. Buys can be purchased across the network or a videogame segment specifically to reach specific consumer targets (see related story in the online news section of today's MDN).

Nielsen said it would "audit" the interaction of console and PC players with in-game ads aired across Massive's network, and would develop reports measuring both aggregated reach and the demographic profiles of users exposed to ads. Importantly, Nielsen said it also would develop common TV-oriented metrics, such as dayparts, reach and frequency and geo-targeting components that could be used to compare videogame advertising buys to TV ad schedules.

Those metrics would be applied to all forms of advertising, as well as product placement, interstitials and audio ads running on Massive's network.

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