• XBox live has 40 million users worldwide, 20 million in the US and an average click thru on their ads of 1.5%
• Objective of all XBox advertising is to have advertising "engage" or "activate" within the ad
• Last week, Microsoft announced that there are more videos being watched on XBox than multi-player games being played

From the article:

With a click-through rate that dwarfs Facebook's and 40 million active users, Xbox LIVE is an attractive option for brands. Here's what you need to know.

Wouldn't it be great if we could get TV viewers to digitally interact with the ads appearing on their screens? That's exactly what's happening on the Xbox LIVE platform. Video viewership has surpassed multiplayer gaming on the Microsoft gaming platform, and the viewers are active. "We believe advertising needs to be not disruptive, but engaging," says Shawn McMichael, GM of global advertising channel for interactive entertainment.

iMedia's Bethany Simpson asked McMichael what his top tips...