NEW YORK: US in-game advertising network IGA Worldwide has teamed with researcher The Nielsen Company to evaluate the effectiveness of video game ads.

In-game ad firms contend that advertisers need more information to justify spending on this new media, which is expected to grow to $1.9 billion (€1.4bn; £954m) by 2011.

Avers IGA ceo Justin Townsend: "All the brands and the agencies say 'we'll increase budgets, just give us the research'."

He adds: "We're hoping independent research will give [participants] in the market some independent ground to stand on."

Although the study will focus on high-end retail PC games - IGA's speciality - Chad Stoller, executive director of emerging platforms at Omnicom Group agency Organic, believes the research will have a wider application across all video game advertising.

He comments: "These players tend to move the marketplace."

The IGA-funded study will look at ad clutter, size, exposure time, and frequency across gamer experience, genres, and game levels, and results will be released in August.

Data sourced from Adweek (USA); additional content by WARC staff