Microsoft’s Xbox LIVE ads have proved such big hit that the company now plans on investing further into the revolutionary and interactive advertising format.

The software company launched its natural user interface ads (NUads), which allows marketers to place interactive Kinect-friendly advertising on the Xbox 360 dashboard, in September last year and bosses have declared the ‘breakthrough’ ads as a resounding success.

The first wave ads, from the likes of Subway restaurant and Toyota, featured interactive polling and were rolled out on the Xbox LIVE in the United States, Canada and the United Kingdom.

Results showed that on average 37 per cent of viewers engaged with NUads when prompted with the option to vote. Out of which 71 per cent voted in the poll, and 97 per cent of those participants saw their vote included in the final tally of votes from the consumers who responded.

Advertising breakthrough

General manager of Xbox LIVE entertainment and advertising, Ross Honey, said:  “When we launched NUads, we redefined the 30-second spot. 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.”

Xbox LIVE allows gamers to interact online with other gamers, to download a variety of content, and to use their consoles as an advanced social-networking tool.

Honey said the NUads enable and promote ‘natural interactivity’ as people can react to the ads through the power of Kinect, which allows users to control and interact with the Xbox 360 through gestures and voice commands.

“For advertisers implementation is easy. All they need is a standard TV spot, a question in mind and a few creative responses, and they can reach active Xbox LIVE members with their message in participating markets,” Honey added.

In a statement from Microsoft, Subway are said to be ‘thrilled’ with the results and national media manager for Toyota Motor Sales, USA, Dionne Colvin, said the results ‘exceeded expectations’.

[Image via ve3d.ign]