Real-time, In-game advertising

Massive Inc., a games software company, plans to disseminate ads over the Web to PCs and videogame consoles. The ads can be integrated into specific places in videogames, and data on viewer engagement with the ads can be sent back over the Web for analysis.

Massive is sharing its advertising technology today at the Electronic Entertainment Expo in Los Angeles. In order to have a broad impact, the technology needs to be included in games by leading software publishers. So far, Ubisoft and Atari have both agreed to use the technology.

Why should media strategists be interested? The appeal of such a system lies in its ability to perform real-time advertising. As online gaming grows, companies like Massive can serve fresh advertising, promotions, and special offers into games at regular intervals. Daypart creation and precise targeting becomes possible. The same can be said for analysis by daypart. Primetime in online gaming might be say, from 10 p.m. to 2 a.m. Snack brands like Cheetos or Lays might advertise then.

Read the article: www.mediapost.com