New ad targeting tool for online gamers

comScore has launched GamePlan, an audience targeting tool for gaming publishers and developers. The tool which combines comScore’s broadly used consumer digital behavior with a comprehensive longitudinal measurement of consumer attitudes, behaviors and lifestyle attributes. GamePlan is part of the comScore Plan Metrix product suite, and lets game publishers and developers can use GamePlan to quantify, validate and improve their digital gaming strategies.

“Success in the gaming industry depends greatly on how well you understand your audience and your ability to demonstrate the value of that audience to advertisers,” said Edward Hunter, comScore director of gaming solutions. “comScore GamePlan is the critical digital intelligence tool that gives gaming publishers and developers a detailed view of their audiences across a multitude of attitudinal, behavioral and lifestyle attributes, enabling them to optimize their offerings and better communicate their value proposition to potential advertising partners.”
Gamers are Heavy Streaming Digital Content Consumers
comScore GamePlan enables rich audience profiling of specific gamer audiences. An analysis of gamers revealed that they are significantly heavier than average consumers of streaming video and audio content.
Specifically, they are nearly twice as likely as the average Internet user to consume over 50 video streams per day, and more than 60 percent more likely than average to consume between 11 to 20 audio streams per day.
Such insights can be used to better understand the behavioral profile of gamers and optimize digital marketing and advertising strategies targeted to gamers.
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