Double Fusion Partners With Interpret To Provide Custom In-Game Advertising Measurement Program To Advertisers
Posted by: Aaron Lockard on September 26, 2006 4:30:35 PM (89 Reads)

Double Fusion Will Use Interpret's Research Tools to Measure In-Game Advertising Market and Provide Quantitative and Qualitative Measurement of Sold Campaigns

Leading independent in-game advertising company Double Fusion will begin implementing research and measurement solutions developed by Interpret LLC, a global research consultancy focused on new media.

Double Fusion will provide its advertisers custom studies that will deliver quantitative and qualitative results for individual sold ad campaigns. In addition, Double Fusion will use the Gameasure service to keep a real-time pulse on the market, and to validate the audience reach and composition of their games portfolio. Game publishers will benefit by gaining knowledge to increase the ad value of their franchises going forward.

"We look forward to providing our clients with measurable performance and engagement metrics on their in-game campaigns," said Dario Raciti, head of entertainment, OMD. "Deep qualitative and quantitative analysis is invaluable as we work together to shape this new medium."

"More advertisers are moving to in-game with every passing week and the more we continue to educate them the better it is for the market," said Jonathan Epstein, CEO, Double Fusion. "We are committed to market education and knowledge and providing our advertisers and agencies with the tools and data they need to master the medium - a key advantage to those advertisers that work with us early on in this market."

Interpret's study found that more than 28.8 million Americans (11% of all Americans 12+) have seen a product advertised in a video game. Men drive this trend, with men 18-34 nearly 50% more likely to have seen an in-game ad compared to the average gamer. More than 67 million gamers have yet to be reached by an in-game ad, representing a huge untapped opportunity for advertisers.

"Interpret developed Gameasure to bring meaningful currency to this new media market," Michael Dowling, CEO, Interpret, said. "Our mission is to bridge the knowledge gap between key media stakeholders by listening to the voice of the consumer; we are implementing exactly this through our partnership with Double Fusion."

Double Fusion enables advertisers to harness the huge reach, targeting and engagement potential of videogames, most notably to the critical and hard to reach 13-34 demographic. The company provides the widest range of in game advertising and marketing programs, from dynamic 3D interactive objects, video, interactive ads, 2D signage and more, all the way up to fully immersive storyline integrations.


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