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The upcoming “live” model for ads in online videogames is expected to accelerate a market that is already moving briskly. And agencies are looking to capitalize: WPP Group’s Young & Rubicam launched a gaming unit this month, and others plan to follow suit, sources said.
“The sky’s the limit,” said Nicholas Longano, president of L.A. movie-trailer boutique Mojo’s new interactive-media division. “We’re soon going to see 5-, 10- and 15-second ad campaigns placed in games seamlessly.”
At this month’s E3 show in New York, in-game ad specialist Massive Incorporated said that by this fall it will be delivering live ads to online gamers [Adweek Online, May 13] and, equally important, impressions data to media agencies.
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