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Casual game publishers are looking for new ad formats to help revenue from ads grow substantially in the near future.

Ads in the casual game market include with banners, interstitials and dynamic in-game placements being tested and implemented. Most new formats come with the ability to dynamically swap ads in and out as campaigns change and response rates are measured.

A recent study by eMarketer predicted ad spend on casual games will grow from $205 million in 2007, to $368 million in 2009, to $478 million in 2012.

And while that remains a infinitesimal figure compared to expected growth for US online ad spend, it's certainly not money that game publishers and ad networks will turn away.