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Interpret has launched a new video game measurement system, Gameasure, that the company says provides title, demographics, reach, frequency, duration and depth of engagement metrics. Interpret has signed a deal to provide the measurements to IGA Worldwide’s in-game ad network.
According to the companies, for the first time, brands, advertising agencies and game publishers can rate the value of in-game ad venues.
“Until now, advertisers have had no way of understanding the value of in-game advertising,” said Michael Dowling, CEO Interpret LLC. “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.”
Nielsen Media Research has been vocal about its plans to measure video game usage on a regular basis, Mediaweek reports. Prior to launching Interpret earlier this year, Dowling was the general manager of Nielsen Interactive Entertainment.
Interpret says its Gameasure is fed data from thousands of male and female gamers ages 13 and older that play games at least one hour per week. These gamers range from PC console users to casual online card players.
Interpret says that Gameasure is compliant with the Media Rating Council (MRC) minimum standards compliance.
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