Advergames are a natural and increasingly accepted evolution from print ads, T.V. ads, and banners, taking full advantage of the interactivity of the Internet and involving consumers in ways not possible with other media. Because of advergaming's fully interactive nature, advertisers can be confident that consumers are fully engaged during the entire time the game is being played and not quickly turning the page, changing the channel, or ignoring or closing a pop up banner ad. (bron)