Category Archives: Research and Measurement

Sony Signs Up For Nielsen GamePlay

Sony PS3

“Sony Computer Entertainment America has signed on as the first subscriber to Nielsen’s GamePlay Metrics syndicated service designed to measure videogame usage throughout the U.S.  The service debuts July 25.  As part of the agreement with Nielsen, Sony will supply Nielsen with complete “census” data of all game usage across its PlayStation3 systems and PlayStation network.  But identities of individual game players will not be disclosed, said Nielsen VP Jeff Herrmann, who oversees the company’s game and mobile phone measurement services.”

http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003606367 

“FRESH on the heels of its multi-partner study on in-game ad effectiveness, Nielsen has partnered with Sony Computer Entertainment America (SCEA) to develop a measurement system for Web-linked console game advertising.

A new Parks Associates report has forecast game ad spend to reach $2.1 billion in five years – but with brands and agencies clamoring for metrics to fuel that budget boom, The Nielsen Company has taken the lead in delivering comprehensive research by leveraging the expertise of marketing firms, console manufacturers, and game developers.

Through the new agreement, SCEA will supply Nielsen with server side data from PS3 systems across its PLAYSTATION Network, including hours of use, game title and skill level. And while some of it will be demographic, according to an SCEA spokesperson, none will include personally identifiable information. Nielsen will combine that data with metered game usage info from its GamePlay Metrics panels, with the first joint reports due out in the fall.

Although the initial results will enable marketers to calculate CPMs across PS3s and the PLAYSTATION network more effectively, Nielsen ultimately intends to develop a network game advertising measurement system that will foster growth across the industry as a whole. “

http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=63460&Nid=31955&p=442156

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Filed under Research and Measurement, Videogame Advertising

Yahoo Tests Behavior Based SmartAds

Y! 

Yahoo is testing behavior-based SmartAds, which is a mix of brand and direct response advertising. It allows advertisers to target their message and would place ads on webpages based on the users past web browsing history, instead of basing the ads on the webpages content.  This system would rival Google’s AdSense network which places ads on websites based on the content of their webpages.  Yahoo will work with Revenue Science, a behavioral-targeting company on this test.

Omar Tawakol who is Revenue Science’s SVP of Marketing said that:

“There is a big portion of the Web that’s a contextual desert.” “There’s a ton of sites on the Web like entertainment, blogging and social networking sites-all those sites are better served by focusing on the user, not what’s on the page.”

He says this in favor of behavior based ads, citing the fact that many sites on the web that do not have textual context, which makes it hard for Ads to deliver true and effective ads if going by the content of the website.

I see some flaws in this system.  What if there are multiple users of the same computer?  Can this system tell them apart?  How about privacy issues?  Do all users want to show their browsing and behavior history on the web?  It sounds like a cool concept, but there are some questions that needs to be worked out first.

You can read more about this subject by reading an article written by Brian Morrissey on AdWeek

Google AdSense

Yahoo is also expected to release its own AdSense-like advertising network.  This unlike Yahoo’s recent tests, scans a websites page for its content and then matches that to advertising, much like Google’s AdSense.

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Filed under Advertising Wars, Research and Measurement, Technology

Big Brother Is Watching You…

The eyebox2

Tracking eyeball movements, is not just to catch terrorist’s anymore, it is used in tracking the effectiveness of advertising.  More and more advertisers are looking for results, thus measurement tools have to adapt to fit the needs of the modern advertisement. 

 Along comes the eyebox2, the portable device uses a camera that monitors eye movements in real time and automatically detects when you are looking at it from up to 10 meters away.  As out of home, and ambient advertising grows the eyebox2 wants to be an cheap and effective way to track the impact of the ads.  This  tool can be an effective way to track ads such as plasma displays, supermarket advertising, billboards, vending machine signs and other out of home advertising mediums.

 Dr. Vertegaal the inventor of this device is a associate professor at Queens University, and the founder and CEO of Xuuk, Inc. the company that produced this product.  It can be purchased for the very low price of $999.

http://www.xuuk.com/

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