p2pnet.net News:- Subtle, and not so subtle, advertising in movies, where you see a particular brand of booze or smokes, for example, prominently used by the actors and actresses, is nothing new, and its progression into video games was inevitable.

However, the technique is likely to soon take on a new dimension because it appears Google, which has successfully made the transition from search engine to the world’s largest online advertising agency, is apparently taking an interest.

Google reportedly wants to acquire AdScape Media, started near Ottawa in Ontario, Canada, and now based in San Francisco, says CNET News.

AdScape, “specializes in so-called in-game ads,” says the story, going on that according to an anonymous “industry insider,” negotiations had stalled.

“In-game ads may sound like a niche, but it’s a growing one that reaches a choice demographic for advertisers,” says CNET. “A recent Nielsen Entertainment study found that men aged 18 to 34 are spending more time playing video games (12.5 hours on average per week) and less time watching television (9.8 hours per week).

“It’s not a pimply faced teenage kid playing video games in the basement anymore,” the story has Jeff Berg, content editor at the Interpublic Emerging Media Lab think tank, saying. ” It’s people with a lot of disposable income. It’s a natural space for Google to move into if they can do it effectively.”

The question is if Google is incdeed interested in getting into a new media form, and if it’s looking beyond search and trying to address a new ad business, display advertising, says Justin Townsend, ceo of IGA Worldwide, an in-game advertising firm .

“Google is the king of search ads, but they aren’t that dominant in brand advertising,” he ssays, states CNET, adding:

“But is the gaming industry ready for Google’s automated kind of advertising?”

Meanwhile, CNET quotes Eva Woo, AdScape VP of marketing, as saying her company’s technology allows advertisers to “interact with consumers without interrupting the game, something that could appeal to Google”.

If a gamer opts in, “AdScape’s Real World Virtual World Gateway will deliver messages via SMS or e-mail from the advertiser”.

Slashdot it!

Also See:
inevitable - Pumping adverts into games, November 12, 2004
CNET News - Can Google score with in-game ads?, February 9, 2007

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