Expect more Xbox Live ads

Microsoft says first wave of NUads for online platform have been highly successful, "more investment" planned.

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Gamers should expect to see more advertisements on Xbox Live in the time ahead. Microsoft announced this week that its first wave of NUads (short for "natural user-interface ads"), which rolled out during fall 2012, have been highly successful and additional investment in this space is planned.

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According to Microsoft, 37 percent of viewers engaged in some way with NUads when prompted with the option to vote. Out of this 37 percent, 71 percent actually voted in a poll. Additionally, 97 percent of those participants saw their vote included in a final tally of votes.

Microsoft general manager of Xbox Live entertainment and advertising Ross Honey claimed the company's NUads have "redefined the 30-second spot." He said that though traditional TV's 30-second spot has not changed much since the 1930s, NUads offer an unprecedented level of consumer engagement.

"These results show that NUads is a real breakthrough in TV advertising, and you can expect more investment from us when it comes to this new ad format and video advertising in general," Honey said in a statement.

Microsoft's NUads launched last year featuring ads from major companies like Subway and Toyota.

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