Next step for studying in-game advertising, as I was a total novice in this field, I needed some key definitions and find those one quite relevant.
Video Game Advertising Key Definitions. Source: e marketer
Video game advertising spending – Total spending by marketers on in-game advertising and advergames.
In-game advertising – Advertising within and around the game space on PC-, console- and Web-based games. This category includes static ads, dynamic ads, product placements, game portal display ads and sponsored sessions; it does not include advergames or mobile games. Spending on in-game advertising is broken down into two sub-categories:
-PC- and console-based – Advertising within the game space on PC- and console-based games, whether they are played online or offline.
-Web-based – Advertising within and around the game space on Web-based games, which range from browser-based casual games to massively multiplayer online games.
Advergames – Video games created as a marketing tool, usually with brand awareness as the central objective.
Static in-game advertising – Advertising inserted into a video game during the game’s development cycle. Examples include virtual billboards and product placements. These ads cannot be altered once the game is published.
Dynamic in-game advertising – Advertising embedded into a video game using software codes that can be accessed online by the advertiser after the game is published. This allows advertisers and game publishers to customize ads “on the fly” in response to player characteristics such as geography, demographics and the time period.
More about static vs dynamic on IAB UK:
http://www.iabuk.net/en/1/formatsofingameadvertising.html
examples of static, dynamic, 2D, 3D, interactive in-game ads
The market is more and more shifting from static ads to dynamic ads because it can be adatped, it's interactive and up-to date.
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