Marketers that are fighting a losing battle to get attention through traditional media should consider the burgeoning segment of dynamic in-game ads in video consoles, which offer the potential to reach key demographics, according to Grant Jenman and Stephanie Becker, strategy consultants at IBM Global Business Services. "Traditional media will continue to erode," they write. "However, consumer mind share is up for grabs for those bold enough to take the first steps into dynamic in-game advertising."

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