Lift-Off for In-Game Ad Ratings

US-based firms Interpret LLC and IGA Worldwide, Inc. have announced what they claim is the first independent ratings system for in-game advertising. IGA Worldwide's in-game ad network will be measured by Interpret's proprietary third-party measurement currency, Gameasure.

Gameasure, which is compliant with the minimum standards of the USA's Media Rating Council (MRC), gets its data from thousands of gamers male and female aged 13 plus. Gamers play for a minimum of one hour per week and range from PC console users to casual online card players.

IGA Worldwide says the agreement makes it the first in-game advertising company delivering CPM rate measurement following recognised standards, providing a 'common language' to rate the value of in-game ad venues and therefore a 'currency' for advertisers.

Justin Townsend, CEO of IGA Worldwide, comments: 'Brands want proven metrics for their ad investment and IGA is the first company to deliver third party data that is far and away ahead of what's available in traditional advertising mediums.' Interpret CEO Michael Dowling adds: 'Until now, advertisers have had no way of understanding the value of in-game advertising. With an ever expanding audience at all age levels for video games, and fractured media habits, delivering an accurate and credible measure of ads in games is critical to the growth of the industry and crucial for advertisers.'

Interpret, which is led by three former senior execs of ratings giant Nielsen, says its mission is 'to follow consumers' lead in breaking down content silos and attaining a holistic view of the media world'. It provides consumer research and new media measurement solutions for clients in both traditional and new media.

Interpret is online at www.interpretllc.com and IGA Worldwide at www.igaworldwide.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.