I-COM worldmeasurementnews

Hong Kong’s Digital Landscape is Dynamic and Evolving

Posted on Nielsen Wire: Internet access in Hong Kong has become near-ubiquitous, as 87 percent of consumers there have used the Internet in the past year, outpacing neighboring markets like Singapore, Malaysia, Philippines, Thailand and Indonesia. Internet usage in Hong Kong is particularly high among 12- to 44-year-olds with over nine-in-ten accessing the Internet on a monthly basis. While Internet usage is moving toward maturity and online activities are ingrained in consumers’ everyday lives, a new dimension is rapidly expanding—that of Internet-capable mobile devices, including smartphones, tablet computers, eBook readers, connected games devices or other hybrid forms likely to emerge in the near future.  More...

2012 Trends: Social Analytics and Optimizing Video Ads

ClickZ.asia: Social media and analytics will gain much attention this year, predicts Joe Nguyen [pictured], VP, SouthEast Asia from comScore.

He adds that more TV ad dollars will shift to optimizing video ads online.

And DSPs are coming to Asia with agencies starting to use BrandScreen and Adz Central, for instance. More...

In US, Bunchball Integrating Gamification Analytics Into Adobe Digital Marketing Suite

Insights to Guide Use of Gamification to Increase User Engagement, Motivation and Loyalty

SANTA CLARA, CA, Nov 16, 2011 (MARKETWIRE) -- At today's Enterprise 2.0 conference, Bunchball, the leader in gamification, announced that it has joined the Adobe Genesis partner ecosystem and is working with Adobe to bring gamification analytics into the Adobe Digital Marketing Suite. The Adobe Digital Marketing Suite will allow companies to gather a unique set of in-depth analytics around gamification initiatives so they can optimize their user experiences and increase audience engagement metrics.

Attributable to Rajat Paharia [pictured], founder and CPO, Bunchball "The gamification space is changing as rapidly as it grows. The integration with leading analytics from Adobe adds a new way for companies to really test and maximize how they drive desired user behavior. We look forward to working closely with Adobe on broader offerings over the coming months."  More...

In UK, IAB’s Gaming Britain Report Reveals Huge Opportunity for Brands in Games Media

Friday, 23 September 2011 - Nearly 33 million people in the UK are playing video games, according to new research conducted by the Internet Advertising Bureau UK’s (IAB) Game Steering Group (GSG). 

Jack Wallington [pictured], the IAB’s head of industry programmes, said: “The Gaming Britain report proves that playing video games is a mainstream activity enjoyed by over half of the UK population. Demonstrating incredibly high levels of engagement compared to other media. It’s a premium opportunity for brands to reach consumers when they are at their most focussed. More…

Kinecting the Click: Insights into the Evolution of Gaming through Search

Analysis of game consumption through the lens of search and opportunities for publishers to better engage audiences

Debra Schwartz, Mike Okimoto and James Getomer of Google report: With the proliferation of mobile, online, and social gaming, gamers today have significantly more choice than they did three years ago. Because they are also increasingly using search as a research tool throughout their purchase path, we can develop much more insight today into their consumption behavior by analyzing search activity.

Finally, publishers and marketers should take a multiplatform approach to audience engagement. More...

In US, Electronic Arts Unveils EA Legend Campaign Insights Suite

Actionable Insights from EA Legend to Help Videogame Ads Compete for Premium TV Ad Dollars

September 29, 2011 09:00 AM. REDWOOD CITY, Calif.--(BUSINESS WIRE)--Electronic Arts Inc. (NASDAQ: ERTS) today announced EA Legend, a dynamic platform developed to provide marketers with campaign and audience insights across mobile, social, online and console games reaching over 300 million* people worldwide. The insights suite aggregates metrics, brand impact, social buzz, ad effectiveness, and ROI across all of EA’s ad products and platforms. EA Legend is powered by nPario, an expert in providing data products and services that enable companies to deliver better and more relevant experiences to their audiences and marketers. EA Legend will be presented to conference attendees for the first time ever at this year’s Advertising Week in New York City, NY on October 4, 2011 at 4pm EST.

“EA increased its worldwide audience reach by 30% this year across its mobile, social, online and console products. Combining that major jump in reach with the launch of EA Legend puts us in perfect position to compete directly for ad dollars that have traditionally gone to TV,” said Dave Madden [pictured], Senior Vice President of Global Media Solutions at Electronic Arts. “EA Legend gives us an edge by providing marketers with actionable insights across all of our platforms and a complete view into how their campaigns are driving engagement with consumers.”  More..

In India, Smartphone Users Now Spend More Time on Content than Voice and SMS

15-25 year olds spend more than 3 hrs per day on their Smartphones and 60% of this is on entertainment & browsing

Data usage for 3G users close to 44% more than 2G users

5 September 2011. Mumbai, India.  India’s growing population of Smartphone users now spends more time on entertainment and internet based content than on voice calling and text messages, finds the newly formed strategic alliance between Nielsen and Informate Mobile Intelligence.

“India’s rapidly growing mobile user base presents marketers and businesses with an opportunity to improve the precision with which they reach out to the new Indian consumer. Today, younger Indians for instance, prefer texting and chat over voice communications and understanding this behavior better can define data consumption and customer acquisition strategies for operators and handset providers” said Farshad Family [pictured], MD – Media, Nielsen India.  More...

Massive Inc., comScore Announce Breakthrough In-game Advertising Research Methodology

REDMOND, Wash. and RESTON, Va. — Nov. 12, 2009 — For the first time ever, advertisers will now be able to see the direct impact that in-game advertisements have on consumer online behavior, thanks to a new research partnership between Massive Inc., a wholly owned subsidiary of Microsoft Corp., and comScore, Inc. Through an innovative methodology developed by the two companies, advertisers will get an inside look at the degree to which in-game ads motivate gamers to visit Web sites, conduct brand-related search queries and engage in other online actions, something that previously had gone un-measured.

“We know from 80-plus independently verified post-campaign studies that in-game advertising increases brand engagement,” said JJ Richards, general manager of Massive Inc., the creator of a leading network for dynamic video game advertising. “But what we didn’t know was the correlation between in-game ads and consumer action. Through this partnership with comScore, we will also now be able to measure those consumer actions that result from in-game ads. We think this has the potential to literally ‘change the game’ for both advertisers and publishers who want to improve the effectiveness of their in-game ad efforts.” More...

In US, IAB Standardizes In-Game Advertising Measurement, New Guidelines for Public Comment

SAN FRANCISCO, CA (June 15, 2009) – To establish a common methodology for counting impressions and to simplify the process of buying and selling in-game advertising, the Interactive Advertising Bureau (IAB) today announced the release of In-Game Advertising Measurement Guidelines, the first of their kind. The public comment period for these guidelines was formally opened at the premier IAB Marketplace: Games event, taking place in San Francisco today and focused on educating marketers and agencies about the increasing brand opportunities in PC and console-game advertising.

“This is an important step in clarifying and simplifying the process of buying advertising within the in-game environment,” said David Sturman, IAB Games Committee Co-Chair and Principal Architect for Microsoft’s in-game ad company Massive. “Clear standards and methodologies help to demystify a new and exciting form of advertising which will only bring more marketers into games.” More...

Cracking the mystery of measuring in-game ads

Steven Lili Hu, founder and CEO of Shanghai-based InGameAd Interactive, writes for iMedia: Even though the in-game advertising sector is still in its early stages, a reliable standard of measuring its effectiveness has already been heatedly discussed and avidly requested among industry practitioners. Actually, this was one of the major topics that was covered during the advergaming session of ad:tech Shanghai in November, 2008. Without standard metrics that effectively measure in-game advertising, this sector can't expect to grow in a significant and stable fashion. More...