New York - Advertisements within video game (in-game ads) increase average brand familiarity by up to 64%, according to a study conducted by Nielsen Entertainment and commissioned by Microsoft's Massive Inc. in-game ad network division.

The study monitored 600 gamers in North America while playing EA's "Need for Speed Carbon" on the Xbox 360 or a PC, with one group receiving Massive's in-game ads while the other did not.

Among those who were served ads while playing, the study found that brand familiarity increased 64%; average brand rating increased 37%; average purchase consideration increased 41%; and average ad recall jumped 41%.

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