In-game advertising is a form of marketing that appears within video games. One of the most common types of in-game advertising is banner ads, which appear as graphical banners within the game. These banner ads can be static or animated, and can link to the advertiser's website or a landing page. In-game advertising can also take the form of product placement, where brands are featured within the game environment. For example, a brand of soda might be featured prominently in a game set in a virtual convenience store. In-game advertising is a relatively new marketing medium, and as such, there are still a lot of unknowns about how it works. However, research suggests that in-game advertising is effective in reaching young, male audiences. In-game advertising can also be used to generate awareness for a brand or product, and to drive sales.