Massive and comScore Announce Breakthrough In-Game Advertising Research Methodology

Massive and comScore Announce Breakthrough In-Game Advertising Research
Methodology
AdEffx Action Lift for Gaming approach measures effectiveness of in-game
advertising on online consumer behavior.

REDMOND, Wash. and RESTON, Va., Nov. 12 /PRNewswire-FirstCall/ -- 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 collaboration 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 unmeasured.

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"We know from 85-plus independently verified post-campaign studies that
in-game advertising increases brand engagement," said JJ Richards, general
manager of Massive, 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 collaboration 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."

AdEffx Action Lift for Gaming matches in-game console ad serving data from
Massive with comScore's third-party, post-campaign panel data to track and
measure in-game advertising effectiveness. By combining Microsoft's
proprietary, non-personally identifying Anonymous ID data, which is common
across Xbox LIVE and Microsoft Web properties (known as Windows Live ID), with
user data from comScore's panel of 2 million Internet users worldwide,
comScore can determine if panelists who saw in-game advertising subsequently
visited a brand's Web site, searched brand-related terms or engaged in other
online behaviors important to advertisers.

The methodology is similar to the ad tracking and measurement standards
currently accepted for other forms of digital advertising, and strictly
maintains consumers' anonymity in the process.

Preliminary research conducted by comScore using the new methodology on a
number of recent Massive in-game campaigns showed that people exposed to
in-game ads demonstrated the following behaviors when compared with a control
group of people who were not exposed to the ads:
-- 280 percent increase in visits to a TV channel's Web site
-- 125 percent increase in search queries for a movie rental brand and 57
percent spike in visits to its Web site

-- 17 percent increase in visits to entertainment sites after seeing ads
for a particular movie

"We believe AdEffx Action Lift for Gaming puts in-game advertising campaign
measurement on a level playing field with comparable digital media," said Mike
Hurt, senior vice president, comScore. "With this kind of methodology, we are
addressing the need for better standards of ad effectiveness measurement
across all forms of digital media. Advertisers can now track post-campaign
online activity, including direct Web site visits, search queries and other
consumer behaviors among people who have been exposed to in-game ads."

comScore and Massive have submitted this new methodology to the Advertising
Research Foundation for validation.

The announcement coincides with the second annual Microsoft Advertising Gaming
Upfront event in New York City -- the only event of its kind that showcases
new video game titles from leading game publishers available for brands to
connect and engage audiences on the Massive in-game advertising network.

About comScore
comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital
world and preferred source of digital marketing intelligence. For more
information, please visit www.comscore.com/companyinfo.

About Microsoft Advertising
Microsoft Advertising provides advertisers and publishers with media, tools
and services designed to drive deep and profitable engagement with their
audiences. This includes a global media network of Microsoft properties such
as MSN, Windows Live, Xbox LIVE, and partner properties such as Facebook,
WSJ.com and Verizon. The Microsoft Advertiser and Publisher Suites simplify
planning and management of campaigns and content, offering a range of services
that help advertisers and publishers untangle the complexities of digital
media and get more out of their marketing and content investments. Microsoft
Advertising makes buying and selling media simple, smart and cost-effective
across media and devices spanning 42 markets and 21 languages. Visit
http://advertising.microsoft.com for more information.

About Microsoft
Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in software,
services and solutions that help people and businesses realize their full
potential.

SOURCE Microsoft Corp.

Red Consultancy, +1-212-529-7700, aps@redconsultancy.com, for Microsoft; or
Andrew Lipsman of comScore, +1-312-775-6510, press@comscore.com