The effect that in-game advertisements has on consumer behaviour on the web can now be measured due to a new research partnership between comScore and Massive, a subsidiary of Microsoft.

Those in the online PR industry will now be able to ascertain how much these ads drive players to visit websites and carry out brand-related search queries, as a result of a new methodology that has been developed.

Similar to ad tracking and measurement standards accepted for other types of internet advertising, this tool – Ad Effx Action Lift for Gaming – matches in-game console ad serving data with post-campaign panel information.

General manager of Massive JJ Richards said: "We know from 80-plus independently verified post-campaign studies that in-game advertising increases brand engagement."

This comes after Q Interactive and Social Media World Forum’s survey that revealed social networking games may also be of use to advertisers, with 97 per cent of women admitting to preferring interaction with ads to earn virtual currency, rather than actually paying for it.

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