Study On In Game Advertising Under Development Of Focus Media

At present, we are witnessing the era of surplus advertising. Loads of information by means of advertising media everywhere makes information not a rare thing anymore. On the contrary, focus of the audiences becomes scarce resources and catching their eyeballs is becoming the pursuit of market. As the audiences turns to more dispersing, rising of focus media is imperative. Under such a circumstance, very limited effect of passing information to audiences can be achieved only by mass media advertising. To ensure advertising be more focusing, conventional media organizations are turning into more and more professional area, and new focus media are coming forth.Internet game turns to be the very agent for advertising aside rising of focus media. Advertisement in Internet game is called In Game Advertising. This paper is majorly to investigate the background, advantage, potential troubles, the counter-measurement and evolution directions of In Game Advertising.The paper contains seven sections: Section 1, Introduction, it introduces general development of In Game Advertising in present abroad and domestic Internet game market. Section 2, it presents swerve of advertisement industry and rising of focus media. Section 3, it investigates the causes of why Internet games become agent of focus media. Section 4, it reviews definition, background, representations, advantages, development and related cases of In Game Advertising. Section 5, it analyses potential troubles and presents some counter-measurements. Section 6, it advances essential evolution directions of In Game Advertising. Section 7, Conclusion.