• Mediaweek, Monday, July 24, 2006 1 PM

Marketers' demand for metrics that prove the effectiveness of their advertising has spread to the world of gaming, an ad outlet steadily growing in popularity. A new research company, Interpret LLC, has announced that it is launching a service dubbed Gameasure that will provide third-party measurement for in-game advertising, reports Mediaweek. Gameasure will track a variety of metrics for video games across multiple gaming platforms, such as user demographics, reach and frequency and duration of play, according to Interpret. At launch, the product will pull survey-based data from a panel of gamers, but plans are in the works to implement technology that will pull data directly from video-gaming devices. Gameasure is also expected to provide the ad industry with a common language when it comes to in-game ads. "Until now, advertisers have had no way of understanding the value of in-game advertising," says Interpret CEO Michael Dowling. Given the expanding audience at all age levels for video games and fractured media habits, "delivering an accurate and credible measure of ads in games is critical to the growth of the industry and crucial for advertisers."

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