Sony, Activision not sceptical about in-game ads

In debates at the World Economic Forum in Davos last week, enthusiastic technologists and advertising agencies pronounced that 2008 would be the year in which such marketing techniques would become mainstream.

But sceptical media owners disputed their growth predictions, questioning consumers' appetite for advertising campaigns in such new areas.

"The [supposed] solution to everything at the moment in the digital space is adsupported," Sir Howard Stringer, chief executive of Sony, told the Financial Times. "While advertisers are happy to talk that up, there is a limit to the amount of money available."

"The business model is not there today [for mobile advertising]," said Jeff Zucker, chief executive of NBC Universal.

Bobby Kotick, chief executive of Activision Blizzard, was similarly sceptical about advertising-funded video games, saying: "It's early days. I wouldn't go in that direction myself."

Advertisers are hoping that incursions into media where consumers are spending more of their time will help engage audiences that are drifting away from radio, print and television.