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Microsoft's Massive Offers Interactive Ads To Target Gamers

Now that Microsoft has acquired the in-game ad network Massive, it's taking the company to the next level in video-game advertising. This week, Microsoft said Massive will begin offering interactive ads as another way for marketers to connect with gamers. Automaker Toyota is the first advertiser to use the new interactive ad--the company's 2007 Yaris sedan will be featured in the multiplayer game "Anarchy Online," published by Funcom. Massive spokesperson Amy Janzen says when gamers click on billboards featuring the Yaris, the ads reveal more information about the car. Massive was acquired in May by Microsoft in a deal valued at an estimated $200 million to $400 million. The company currently boasts an in-game ad network, including 37 game publishers and more than 100 titles. Marketers' interest in the in-game adspace shows no sign of slowing down. According to Yankee Group, in 2005, advertisers spent $56 million placing ads in video games. That number is expected to hit $732 million by 2010.

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