In-game ad developer Massive is launching its first full-motion video and audio ads in a major videogame release, MediaPost reports (via MediaBuyerPlanner). "Anarchy Online's" virtual world will be seeded with billboards and TV screens showing shortened versions of television spots for Panasonic and the U.K. premiere of the television series "Lost."

Massive can collect data on the demographics and geographical distribution of all players who view the ads, how many times they viewed them, and for how long they saw each ad. Massive began serving ads into video games in March, starting with online role-playing game "Anarchy Online" and "Splinter Cell: Chaos Theory."