excerpt:Â “…in-game ads have begun to move out of the “experimental buy” bucket and into the media plan because advertisers now realize that ads in games produce results…Measurement is very important…Earlier this week, the Interactive Advertising Bureau (IAB) released new in-game advertising guidelines for public comment to establish a common methodology for counting impressions and to simplify the process of buying and selling in-game advertising… Microsoft’s advertising arm also has been involved in a study that examines the emotional reactions consumers have toward advertising campaigns in and around video games. The first phase of the study — conducted with EmSense, a neuroscience company — compares the findings with similar results from television commercials. The companies discovered that the interactive elements in the video game ad campaigns evoke stronger emotional connections with consumers and more positive emotional associations with the brands.
EmSense analyzed several different advertising campaigns on Xbox 360 games, Xbox Live and MSN Games. Some brands involved in the study include Doritos, Kia, Sprint, Hyundai and Microsoft.
In-Game Ads In The Ad Game. Laurie Sullivan. Online Media Daily. June 16, 2009
PS:Â Among the in-game ad categories [excerpt] proposed by the IAB include (and I kid you not!):
 3.1.1.1 Valid Ad Impression:
The threshold for a valid Ad Impression is a cumulative exposure to an ad of ten (10) seconds.  An In-Game Measurement Organization may accumulate ad exposures of shorter time lengths to achieve this Ad Impression threshold…
3.1.2.2 Lighting
Only ads that are visible within the virtual game environment with sufficient lighting during darkness should be counted.
3.1.2.3 Maximum Ad Angle Relative to Game Screen
The angle of the ad must be no greater than 55 degrees relative to the game screen.
