急求翻译！！！！！！！！！！！！！！！
Static advertising within games has been around for a number of years, particularly within sports and racing games where brand signage is commonplace .But only since the incorporation of the internet and the increased 3-dimensional production values within titles has in-game begun to identify itself as a viable companion to more traditional marketing campaigns.
Historically, advertising within games presented marketers with several obstacles. If brands wanted to get a placement within a game they had to do so during the production process of the title, which meant the negotiation of lengthy lead times. Once the ad was in game it could not be changed, updated or easily measured .However, the introduction of dynamic (online enabled) in-game advertising has resulted in a flexible, updateable and creative alternative for marketers looking to access multiple niche audiences. Marketers can now serve their ads into a game in real time and select the type of game and placement they require. They can even specify the number of impressions that should be served.
Dynamic advertising is fast becoming a feature of some of the world’s biggest games titles. It is through this relatively new and incredibly exciting technology that advertisers have been able to open up meaningful dialogues with the traditionally ‘hard to reach’ game playing audience and ,crucially , track the impact of their campaigns:
“It is only since gaming platforms allowed a two-way conversation between the game playing public and advertisers that the channel has begun to grow. Prior to this being possible, inclusion in games was decided solely on the back of sales and circulation figures, but consumption itself was never relevant” said Derek Morgans , Digital Planner/ Buyer at Carat Digital. The market today
There are now a number of dedicated agencies guiding marketers to the gaming environment and the three leading in-game ad network specialists, IGA Worldwide, Massive Network and Double Fusion are thriving. Jennifer McLean, Senior Director, Marketing and Client Services at Double Fusion told the IAB that the number of companies that are advertising in-game has almost doubled in the last 12 months and their reach is well into the millions.
The benefits of in-game advertising
In-game is a unique advertising space that appears to join the dots between above and below-the-line marketing. Despite being digital and measurable in a way similar to online and utilizing the internet to serve, track and update the ads, it is actually similar in execution and method to TV and outdoor. TV spots and billboards can be utilized within what Ed Bartlett of IGA Worldwide described as “an immersive ‘lean forward’ entertainment experience.”
