Interactive Advertising Spurs Tool and Middleware Growth

Acacia : Sales of entertainment tools and middleware for interactive advertising could approach $190 million by the end of 2010. Tool and middleware vendors can expect to see increased sales of their products to the interactive advertising industry over the next five years, possibly nearing $190 million annually by 2010.

The platforms and technologies for richer interactive communications are finally falling into place and entertainment tool and middleware vendors are uniquely situated to provide the solutions that will enable advertising in games, on mobile devices, and on interactive television. This is really about knowledge transfer,” Arrington said. The technologies and techniques that have been developed to create and deliver interactive entertainment across multiple platforms are exactly what the advertising industry needs to truly exploit these channels and achieve positive results for their clients. Revenue for interactive advertising is expected to more than double over the next five years, growing to nearly $52 billion by the end of 2010. Products that enable advertisers to create interactive content for television and the Internet will benefit the most from growing usage but mobile, in-game, and other forms are growing quickly as well.

Interactive Advertising: Opportunities for Tools & Middleware 2005-2010. Games? Wkipedia Red Viking Publ 20051206