Aggregates Marketing Activities, Results, Analytics and Insights
Across All Gaming Platforms into a Single Interface
REDWOOD CITY, Calif., Sep 30, 2010 (BUSINESS WIRE) -- Electronic Arts Inc. (NASDAQ:ERTS) today announced a comprehensive
insights suite which provides marketers with actionable consumer data
based on their activity in and around EA games. A first of its kind,
EA's insights suite is a cross-platform tool which pulls together
campaign performance, brand impact, social buzz, and where available,
ROI, across all platforms on the EA network - mobile, social, online and
console. Over time, advertisers will be able to benchmark their
performance against their competitive set.
"One of the biggest challenges for marketers is comprehensively
evaluating and learning from their investments across disparate
audiences, platforms and content," said Elizabeth Harz, Senior Vice
President of EA's Global Media Sales team. "Our insights suite is the
solution. For the first time, our partners will have actionable insights
as a result of their marketing communications to key audiences across
all of our content and all of platforms. I can't wait to get this into
our partners' hands."
The rich feature set offers many benefits for advertisers, such as:
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Overview of key campaign performance indicators such as impressions,
clicks, unduplicated reach, demographic profiles, and social media buzz
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Segmented audience insights based on cross-platform demographic,
psychographic and social data
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Ability to drill down into the factors that impact campaign
effectiveness including audience engagement, audience profiles, type
of creative, measured over time
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Assessment of the social media sentiment and change in the brand
conversation the campaign generates
With today's announcement, EA also unveiled an affinity metric which
will provide marketers the ability to measure effectiveness of
interactive entertainment investments. This measurement leverages the
consumer avidity, engagement, reach, and social impact commonly found in
interactive entertainment experiences.
The insights suite is powered by technology leader nPario, an expert in
providing data products and services that enable companies to understand
and market consumer commercial intent. With its cross platform,
real-time insights, EA sets a new standards for measuring the
effectiveness of interactive entertainment advertising and digital
advertising overall.
"As consumers embrace emerging entertainment platforms, reaching them
with the right message, on the right channel and at the right time
becomes even more challenging for advertisers," said Bassel Ojjeh,
President and CEO of nPario. "Leveraging nPario technology, EA's
insights suite, with the multi-platform, real-time, actionable insights
it delivers, takes the complexity out of today's fragmented
multi-platform world, and turns it into an opportunity to improve
advertising effectiveness and measurement."
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is
a leading global interactive entertainment software company. Founded in
1982, the Company develops, publishes, and distributes interactive
software worldwide for video game systems, personal computers, wireless
devices and the Internet. Electronic Arts markets its products under
four brand names: EA SPORTSTM, EATM, EA MobileTM
and POGOTM. In fiscal 2010, EA posted GAAP net revenue of
$3.7 billion and had 27 titles that sold more than one million units.
EA's homepage and online game site is www.ea.com.
More information about EA's products and full text of press releases can
be found on the Internet at http://info.ea.com.
EA, EA SPORTS, EA Mobile and POGO are trademarks of Electronic Arts Inc.
SOURCE: Electronic Arts Inc.
PR Contact:
Holly Rockwood
EA Corporate Communications
650-628-7323
hrockwood@ea.com
Copyright Business Wire 2010