Advertising within highly engaging gaming experiences have significant positive impact on purchase consideration, ad recall and "coolness" perception of brands, according to a Nielsen Entertainment study conducted for Microsoft's Massive Inc., MarketingCharts reports.

The research shows that ad campaigns from blue-chip brands that ran in the Massive videogame network significantly improved key brand metrics between control and test groups, Microsoft said.

Key results of the study revealed that between control and test groups…

• Average brand familiarity increased 64 percent.
• Average brand rating increased 37 percent.
• Average purchase consideration increased 41 percent.
• Average ad recall increased 41 percent.
• Average ad rating increased 69 percent.

The study was executed with clients across several major advertising categories, including automotive, consumer packaged goods (CPG), quick service restaurant (QSR) and technology tools.

MarketingCharts has highlights from those findings as well.