Here’s a savvy ad placement and probably the best tactical buy I’ve seen so far in the ongoing console war. Xbox purchased all the inventory on the PS3 review page at gamespot.com, including a leaderboard, bbox and huge background tile. The ads are pretty much what you’d expect and feature game title messages (since games tend to be the killer apps in the console decision process). But the smartest element is the background tile. Scale the browser window and you see images of the console, controller and accessories. It leverages a pretty good consumer insight – that site visitors have large monitors with high resolutions. The background tile effect by itself does a great job of showing the product, combine that with the title-driven ad creative and you have a perfect addition to a pretty expansive blunt campaign.