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In-game internet advertising set to increase as Sony plans to track results
As more and more people spend time online, the market for in-game advertising is set to grown massively.
According to a study by Parks Associates, game advertising in the US will increase from $370 million last year to more than $2 billion in 2012, a far higher growth rate than advertising in other media.
"Advertising in electronic games had an average monthly household expenditure of less than 50 cents in 2006, while broadcast TV was at $37, meaning advertisers are not using the gaming medium to its full potential," said Parks Associates' Yuanzhe Cai.
"If executed correctly, game advertising can provide a win-win solution for advertisers, developers and publishers, console manufacturers, game portals, and gamers."
Dynamic in-game advertising is set to grow particularly quickly, the report stated, since it offers timeliness, scalability, measurability and flexibility.
Meanwhile, Sony and Nielsen have teamed up to measure the effectiveness of in-game advertising, with Nielsen calculating the reach of ads placed in PlayStation 3 titles.
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Online Advertising news posted on 03 July 2007
