Although in-game advertising is all the rage these days no one has yet measured the effectiveness of it. Hoping to capitalize on this, SCEA and media ratings firm The Nielsen Company have announced their plans to create a measurement system for in-game advertising on Sony systems, mainly the PS3. User traffic data from PS3, including the PlayStation Network and the upcoming Home, will be analyzed and benchmarked by Nielsen, with the goal of calculating the reach, frequency and effectively of in-game advertising. This data will then be combined with information from Nielsen’s National People Meter panel.
“By marrying SCEA’s server-side data traffic with our standard ratings metrics we will be able to provide advertisers with a much more robust picture of the impact of their game network advertising and of those consumers who are actually playing games, all while preserving consumer privacy,” said Nielsen Games vice president Jeff Hermann.
This isn’t the first time Nielsen has partnered with a games company. It had previously approached Activision to develop similar tracking technology; the project was a prototype for the GamePlay Metrics system.
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