Pretty soon we won't be able to call them NBC Television Network instead we will have to call them NBC Multimedia. Just coming off an announcement regarding an in-stadium deal cut with Arena Media Networks, the Peacock expanded its offerings again, this time closing a deal with IGA, a leading in-game advertising network competing mainly with Microsoft-owned Massive. We've pondered the effectiveness of in-game advertising in the past, and according to most people who follow the category, in-game advertising is growing at a faster clip than Internet advertising. The latest deal with IGA enables NBC to now offer its advertisers a multitude of touch points ranging from on-air, to in-person, online, wireless and through video games. The aggressive series of deals should provide some extra promotional cushion as we get closer and closer to the next Olympic Games in Beijing.
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