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Nielsen to deliver measurement reports on the US video game industry
MUMBAI: In what is being seen as an important step ahead for the US video game industry, Nielsen Entertainment and Massive have announced a partnership.
Under this Nielsen Interactive Entertainment (NIE) will provide third-party accountability and measurement for in-game advertising on the Massive Network.
Massive created the world’s first video game advertising network.With this initiative Massive is looking to give advertisers the same level of detail, control and accountability they already utilise in established media like television. This partnership will deliver — for the first time a 100 per cent insight into the behavioural characteristics of game play for the aggregated universe of gamers.
NIE GM Michael Dowling said, “By this point, there should be no doubt in anyone’s mind that, to young people, video games are an essential part of their cultural fabric. Not only are we seeing video games claim a larger share of the entertainment wallet, but with today’s captivating game play experiences, we are seeing video games occupy a larger share of leisure time activities as well. As such, video games are fast developing into a real and powerful tool to authentically reach this highly sought after demographic. As companies like Massive grow the in-game advertising network market, Nielsen Entertainment will be in lock-step to develop and deliver the foundational infrastructure to support the evolution of this burgeoning industry.”
Video games represent an underutilised advertising vehicle with benefits for advertisers seeking to target the elusive 18-34 year old male audience. Until now, companies seeking to reach this demographically attractive gamer audience have not been able to do so in a direct manner.
Instead, marketers have relied on fixed placements in individual game titles with limited ability to tune or time their ads according to broad campaign needs and objectives; executions had to be completed up to 12 months before the product shipped.
However, with the introduction earlier this year of the Massive Video Game Advertising Network, the infrastructure is now in place to make in-game advertising a seamless buying experience and effectively delivered medium. In addition to in-game product placements, which have begun to be adopted by many advertisers, Massive’s Network will now expand the portfolio of advertising opportunities to give marketers broader choices in utilising this new medium.
Massivc CEO Mitch Davis said, “Today, Massive and Nielsen are drawing another connection line between videogame advertising and effectiveness, creating more tools for brand marketers by providing real audience measurement in this growing and critical new advertising medium. Video games have become a major component of our media environment, every bit as vital as television.”
Massive enables advertisers to take full advantage of the key strengths of the video game medium: interactivity, immersion, scalability and intense user
involvement, using real touch points while never interfering with game play. The Massive Network guarantees delivery and measurement of advertising in either a 15 or a 30 second spot exposures. As with television, advertisers can buy across the network or segment specifically to reach their desired consumer.
By simultaneously delivering ads in real-time across an entire network of top-selling titles, the Massive Video Game Advertising Network provides advertisers with broad reach, coupled with precise audience segmentation
capabilities. Flexibility allows advertisers to change campaigns on “the fly,” by region, by time of day-keeping campaigns fresh and relevant.
The two companies will work hand-in-hand during a beta period over the next several months to define essential standards for dynamically served in-game advertising that can be utilised in agency media planning, similar to the way TV ratings are currently used. By auditing the interaction of console and PC players with in-game ads aired across the Massive network, Nielsen and Massive will have full data on the aggregated reach and demographic profiles on the audience exposed to the ad, as well other measurement data important to TV ad buyers including day part, frequency, and geo-targeting.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
