With the news today that Nielson Entertainment and IGA Worldwide are working with agency partners to conduct a major study on the effectiveness of in-game advertising, I have to wonder exactly how they're going to achieve this. The analysis, focused on 2000 PC-based video game consumers, will examine variables such as ad clutter, frequency and elapsed exposure time by combining Nielsen Entertainment's research methodologies with IGA Worldwide's data collection technology. But I'm still mystified as to how they can measure its effectiveness. Meaning how does brand or product exposure translate into sales? "It's one of the biggest impediments our clients have toward using an in-game ad campaign," said Chad Stoller, executive director of emerging platforms, Organic. "They want measurements that go beyond 'how long their ad was on screen, or how many users bought the game, and they want them to be consistent across networks." Exactly. It all seems like another smoke and mirrors exercise to me. Like most "New Media" opportunities, unless there's a measurable "call to action" that you can measure sales against, all it can tell you is how many people are being reached by the game. It doesn't tell you what happens as a result of that exposure.
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