Dave Anderson with Activision, a leading maker of video games thinks his company has the answer to excessive fast-forwarding of commercial ads.
"In-game advertising is the process by which we take brands and products into the video game in much the same way that theatrically there are products and brands that show up in movies," he says.
In-game advertising reaches "males ages 18 to 34, who are especially hard to reach, exactly the audience that Activision delivers," according to Anderson.
Activision has been able to create areas within the storyline of games for brands and products to be displayed or to be placed, Anderson said.
"The company is also working with Nielsen Entertainment to measure the reach of these in-game ads," said Anderson.