EQUTE — New numbers from comScore and Microsoft’s Massive show that in game advertising is working, and working very well.

Adotas had a good write up of the deal:

Ad Effx Action Lift for Gaming will combine in-game console ad-serving data from Massive with comScore’s post-campaign panel data to determine if viewers of ads subsequently visited a brands website, searched for a brand through related terms or engaged with the brand in some other online fashion such as social media. The measuring is akin to ad tracking in other digital mediums and ensures consumer anonymity and privacy.

The research is just beginning, but comScore numbers showed promising results. The data showed that TV stations advertising in game saw a 280 percent increase in traffic to their web site, a 125 percent increase in searches for a movie rental brand and a 57 percent increase in traffic to their Web site. There was also a 17 percent increase in visits to entertainment sites after viewing an in-game ad for a film.

It’s certainly interesting to see good numbers from a section of advertising so rife in controversy and so hated by some of those being advertised to. The final data will be very interesting to see especially if it reaches outside of the entertainment sphere.