What is it?
Similar to how a website rotates different ads through the same fixed space, dynamic in-game advertising can change the messaging on the same billboard in a game. This requires billboard space insertion into the game, as well as a broadband-connected gaming system to work.

An example is the movie and TV show billboard advertisements in this online shooter game.

Pros

• Short lead time
• Ability to change messaging

Cons

• The category is still fairly early in its development, and at present there is only a relatively small number of online consoles
• Potential gamer backlash to intrusive ads in game experience