Yaris Cabrio

Microsoft-owned Massive Inc. has launched its first interactive ad units in videogames.

Massive, in partnership with game publisher Funcom, will be serving "dynamic billboards" for Toyota in Anarchy Online (a massively multiplayer online game, or MMOG) - making the carmaker the first advertiser to purchase such a unit, reports MediaWeek. Gamers can interact with the billboard, which will then reveal more info on the Toyota Yaris.

Massive CEO Mitch Davis called the deal "a tremendous step forward in terms of giving advertisers what they want - the ability to target the elusive male 18-34 range and allowing them to interact with the products for a more memorable experience."