Viacom Looks to Advertise in Video Games

Viacom Inc., which has sold off parts of its video game business, is now taking another look at the potential for advertising in video games, a top executive said on Thursday.

Chief Financial Officer Richard Bressler told advertising executives that Viacom, which owns the CBS television network, MTV music channel and Paramount movie studios, was seeking ways to make money off the $10 billion U.S. video game industry.

"I think the jury is in, people are spending a lot of time in interactive," said Bressler at the Global Digital Summit, sponsored by OgilvyOne, the interactive marketing division of ad agency Ogilvy & Mather. "The interesting thing for us is to figure out if there's a market for advertising in video games."

Indeed, the video game industry has been eager to court advertisers. In April, Activision Inc struck an alliance with Nielsen Entertainment, a division of Dutch media group VNU, to provide advertisers with better information on the effectiveness of advertising in games.

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News source: Reuters

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