Massivc CEO Mitch Davis said, "Today, Massive and Nielsen
are drawing another connection line between videogame advertising
and effectiveness, creating more tools for brand marketers by providing
real audience measurement in this growing and critical new advertising
medium. Video games have become a major component of our media environment,
every bit as vital as television."
Massive enables advertisers to take full advantage of the key strengths
of the video game medium: interactivity, immersion, scalability
and intense user
involvement, using real touch points while never interfering with
game play. The Massive Network guarantees delivery and measurement
of advertising in either a 15 or a 30 second spot exposures. As
with television, advertisers can buy across the network or segment
specifically to reach their desired consumer.
By simultaneously delivering ads in real-time across an entire
network of top-selling titles, the Massive Video Game Advertising
Network provides advertisers with broad reach, coupled with precise
capabilities. Flexibility allows advertisers to change campaigns
on "the fly," by region, by time of day-keeping campaigns
fresh and relevant.
The two companies will work hand-in-hand during a beta period over
the next several months to define essential standards for dynamically
served in-game advertising that can be utilised in agency media
planning, similar to the way TV ratings are currently used. By auditing
the interaction of console and PC players with in-game ads aired
across the Massive network, Nielsen and Massive will have full data
on the aggregated reach and demographic profiles on the audience
exposed to the ad, as well other measurement data important to TV
ad buyers including day part, frequency, and geo-targeting.