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Videogame Ads Attempt Next Level
>> From wsj.com:
[QUOTE]
Advertising in videogames, dominated in the past by static ads such as billboards and signposts, is beginning to look more like TV commercials.
For the past few weeks, Massive Inc., a New York company that distributes ads in videogames, has been testing an ad with full motion and sound in a science-fiction game called Anarchy Online. Today, Massive will roll out the full-motion ad capability to advertisers generally.
Finding better ways to advertise in videogames is extremely important for many marketers, particularly those selling products aimed at young men, who often spend more time playing videogames than watching television. To be sure, the money spent on ads in videogames is currently only a drop in the bucket compared with television -- $10 million compared with $10 billion on TV advertising aimed at young men, according to estimates from Harris Nesbitt Equity Research. But advertising in videogames is growing fast and expected to reach $92 million by 2008, according to Yankee Group, a global technology-research firm.
Massive says its technology works for both online games and consoles, but it hasn't yet negotiated a deal allowing for ad-insertion in console games. Mr. Davis says he hopes to strike a console game deal soon. Edward Williams, managing director at Harris Nesbitt Equity Research in New York, says the videogame ads won't take off until console games are included.
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Read the whole article on wsj.com.
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