Massive Inc. and comScore Prove In-Game Advertising ROI for Bing

comScore research confirms Massive's in-game ad campaign drove new users to Microsoft's decision engine.

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May 20, 2010, 09:00 ET

REDMOND, Wash., May 20 /PRNewswire-FirstCall/ -- Massive Inc., creator of the world's leading video game network, a wholly owned subsidiary of Microsoft Corp. and the leading network for video game advertising, and comScore Inc. today released a case study that showcases campaign results for Bing, Microsoft's decision engine. The study highlights comScore's AdEffx Action Lift for Gaming, a digital advertising measurement methodology designed specifically for console in-game advertising, developed in collaboration with Massive.

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The results verified that Massive's in-game advertising campaign for Bing had a direct impact on consumer behavior, including site traffic and query searches, and emphasizes Massive's ability to measure return on investment (ROI) as effectively as other forms of digital marketing, such as online display or video advertising. The case study also includes separate findings from Interpret LLC that show substantial ad recall, impact to gamers, and increased brand and engagement metrics.

"We've always known that Massive's broad in-game network is a powerful force in helping brands successfully engage with the hard-to-reach gaming audience," said JJ Richards, general manager at Massive. "Now, we can precisely measure gamers' response after seeing those in-game ads, in the same way marketers like to measure their other media. These apples-to-apples results validate just how good in-game ads are compared to more traditional media."

Noteworthy results from the case study include the following:

After exposure to the Bing ads in-game, the percentage of gamers visiting and searching on Bing.com increased up to 108 percent — two-thirds of whom were new Bing users.
71 percent of gamers recalled seeing the Bing ads.
60 percent of gamers had a more positive opinion of Bing after seeing the brand advertised in their games.

"The gaming community embraced the in-game ads and interacted with the brand," said Kirsten Ward, director of digital advertising for Bing and MSN at Microsoft. "The campaign exceeded our expectations across the board. The fact that we're able to measure that kind of ad effectiveness is truly compelling for brand marketers."

The campaign ran title-specific in-game ads for Bing in several blockbuster Xbox 360 video games, including Activision's "DJHero" and 2K Sports' "NBA 2K10," from November 2009 to December 2009. comScore's AdEffx Action Lift for Gaming methodology matches ad- serving data from Massive with third-party panel data from comScore to track and measure in-game advertising effectiveness via online activity before and after ad exposure. The methodology is equivalent to the ad-tracking and measurement standards that are currently used for other forms of digital advertising and strictly maintains consumers' anonymity in the process.

"We believe the AdEffx Action Lift for Gaming research methodology is a 'game-changer' for in-game advertising," said Mike Hurt, senior vice president at comScore. "Companies will now be able to measure campaign ROI in a standard, comparable way to other digital media and further realize how effective and influential in-game advertising is at reaching targeted gaming audiences."

Full results from the campaign can be found at http://advertising.microsoft.com/research/massive-bing-in-game-advertising-roi-case-study.

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

About Interpret

Interpret is a leading entertainment, media and technology measurement and market research firm that applies proprietary, cutting edge methodologies and extensive category knowledge to help companies plan, text, and measure their business strategies. For more information, please visit www.interpretllc.com.

About Microsoft Advertising

Massive Inc., a wholly owned subsidiary of Microsoft Corp., is the creator of a leading network for dynamic video game advertising. As part of the Microsoft Advertising portfolio, the Massive Network offers advertisers the ability to engage an aggregated gaming audience in real time across a vast network of publishers and titles on multiple platforms. Microsoft Advertising provides advertisers and publishers with media, tools and services designed to drive deep and profitable engagement with their audiences. This includes a global media network of Microsoft properties such as MSN, Windows Live, Xbox LIVE, and partner properties such as WSJ.com and Verizon. The Microsoft Advertiser and Publisher Suites simplify planning and management of campaigns and content, offering a range of services that help advertisers and publishers untangle the complexities of digital media and get more out of their marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices spanning 42 markets and 21 languages. Visit http://advertising.microsoft.com for more information.

About Microsoft

Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

SOURCE Microsoft Corp.