Feel like being measured? Well, play Microsoft's 1 vs 100 Xbox 360 quiz game and you won't even feel Microsoft and audience measurement chaps, Nielsen, measuring how effective advertising in the game is. But that's what they'll be doing.
According to TVT, "general manager of marketing and advertising strategy, Mark Kroese, announced that the company is teaming with the Nielsen Company on a pilot test to measure the effectiveness of in-game advertising. The test is launching with the second season of "1 vs. 100 Live," the avatar-driven interactive TV version of the Endemol-developed "1 vs. 100" game show format, that Microsoft offers on its Xbox Live service."
Kroese himself says, "This is the first time content delivered through a video game console network will be capable of being measured by Nielsen's television, online and video game metering technologies, such as the Nielsen people meter.
Our goal is to ultimately provide advertisers with concrete Gross Rating Points (GRP's) and Targeted Rating Points (TRP's) to maximize their media spend. I'm really looking forward to this effort--it's a huge milestone in the evolution of games and entertainment advertising and a great benefit for our advertisers. We've made a substantial investment of time and resources to launch this pilot. Yet, as we bring Xbox Live into the TV advertising ecosystem, we feel that it is imperative to bring valid measurement capabilities along with it. This is a critical first step in doing that.
"The second season of "1 vs 100" will run for 14 weeks. (If you haven't checked out 1 vs. 100, you definitely should join in for Season 2-it's a blast.) After this pilot test, we'll continue to collaborate with Nielsen to learn how electronic measurement, panels and census data can be applied to additional Xbox LIVE media types such as TV, video, social media -this is only the beginning."
According to TVT, "general manager of marketing and advertising strategy, Mark Kroese, announced that the company is teaming with the Nielsen Company on a pilot test to measure the effectiveness of in-game advertising. The test is launching with the second season of "1 vs. 100 Live," the avatar-driven interactive TV version of the Endemol-developed "1 vs. 100" game show format, that Microsoft offers on its Xbox Live service."
Kroese himself says, "This is the first time content delivered through a video game console network will be capable of being measured by Nielsen's television, online and video game metering technologies, such as the Nielsen people meter.
Our goal is to ultimately provide advertisers with concrete Gross Rating Points (GRP's) and Targeted Rating Points (TRP's) to maximize their media spend. I'm really looking forward to this effort--it's a huge milestone in the evolution of games and entertainment advertising and a great benefit for our advertisers. We've made a substantial investment of time and resources to launch this pilot. Yet, as we bring Xbox Live into the TV advertising ecosystem, we feel that it is imperative to bring valid measurement capabilities along with it. This is a critical first step in doing that.
"The second season of "1 vs 100" will run for 14 weeks. (If you haven't checked out 1 vs. 100, you definitely should join in for Season 2-it's a blast.) After this pilot test, we'll continue to collaborate with Nielsen to learn how electronic measurement, panels and census data can be applied to additional Xbox LIVE media types such as TV, video, social media -this is only the beginning."
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