Dislike those pesky Xbox Live adverts? Well, you might have to direct your ire at the gamers interacting with them. Microsoft has revealed that its so-called NUads, introduced back in August 2012, have been a resounding success, with a 37 per cent engagement rate.
The NUads combine video commercials with interactive elements, such as user polls, to offer a more engaging experience. Subway and Toyota were two companies that used NUads to shift their brands onto suspecting consumers.
According to data by Microsoft, some 71 per cent of users who saw these adverts participated in the interactive polls, and 91 per cent of those stuck around to see their vote counted into the ad's poll results.
Xbox Live Entertainment and Advertising manager Ross Honey was naturally quite pleased with the outcome. "When we launched NUads, we redefined the 30-second spot. These results show that NUads is a real breakthrough in TV advertising, and you can expect more investment from us when it comes to this new ad format and video advertising in general."
You can't really blame Microsoft, can you?