—Guitar Hero’s new tune: in-game ads: Video gamer Activision (NSDQ: ATVI) Blizzard has signed a deal with in-game ads company IGA to place marketing messages within the popular Guitar Hero franchises. The ads will begin showing up in the PlayStation3 version of the game’s next installment, Guitar Hero: World Tour. The ads will likely be featured as banners posted in the virtual concert halls or guitar decals.

—Forbes.com offers ad effectiveness guarantee: Online media may promise better targeting and effectiveness, but Forbes.com is prepared to back up that pledge to a greater degree. The online mag has started a new program, “Total Guarantee,” which claims an assured combination of reach, average frequency and ad effectiveness for marketers who spend at least $1 million over 90 days. A third party auditor such as Ernst & Young will monitor ad server logs to determine whether the campaign hit its reach and frequency targets. The program picks up from the five-year-old Ad Effectiveness Guarantee, which has a minimum of $150,000 ad spend over 60 days, but doesn’t offer frequency and reach.

—Spot Runner and PR Newswire in video pact: Online custom ad creator Spot Runner is working with PR Newswire’s MultiView broadband unit on an online video service. Called MultiVu Spot Runner MNR, the program handles planning, producing and distributing videos for PR video releases and direct online video postings.