Even the best spot in and of itself will not activate a brand. But the right ad will be a catalyst for engagement–ultimately leading to brand activation. To that end, many of the polls, analyses, and reporting devices/meters rating ad popularity and brand impact tell only a partial story. We’ve taken it a step further with the first-ever Super Bowl Brand Activation Index (SBAI).

The powerful combination of digital advertising for a digital product in a digital environment has meant that game marketers have a greater ability to measure the effectiveness of their advertising, tracking at least some portion of sales and customer lifetime values in ways that are still elusive to other marketers. Video game marketers can measure the ROI of their online advertising with the detail and precision of direct marketers.

For the purposes of this report, CTR is calculated as the number of clicks on a tweeted link divided by the number of followers the account had when it tweeted that link. Below is an infographic presenting some of the latest data available about increasing CTRs on Twitter.

The Boston Consulting Group, which has been following the tablet market for some time, just issued a report indicating that the reality of tablet adoption has far exceeded expectations, which is creating new challenges and opportunities for marketers. At the same time, a study from Adobe Digital Marketing Insights reports that shopping is one of the major activities of tablet owners. Marketers, take heed.