IGA Worldwide is partnering with Nielsen Entertainment to conduct what it says will be a groundbreaking study on in-game advertising effectiveness, reports MediaWeek.

IGA, which serves in-game ads, says that quantifiable numbers, not anecdotal evidence, are needed to convince advertisers to plunge into video games. That's why it will also work with game publishers Electronic Arts and Activision as well as ad agencies Organic and PHD on the study.

From the two Omnicom-owned shops, Nielsen will use the BASES research panels to measure how in-game ads affect things like brand awareness and intent-to-purchase.

IGA says bringing in outside names was key to giving the study validity in the eyes of its eventual audience. Doing so will make the results applicable to the larger industry, rather than just a snapshot of IGA's business practices.