"Massive has launched full motion video and audio ads from Panasonic and Channel 4, a leading UK broadcaster. The Panasonic and Channel 4 spots are running in Anarchy Online, a multiplayer online game. The video and audio ads start playing on billboards, plasma screens or other appropriate locations when gamers enter select areas or zones within the game. This new advertising element can be used to dynamically deliver television equivalent 15-second advertising spots as well as audio messaging into the game environment."
-- press release
Measuring In-Game Advertising