Sure, I'm most interested to hear from people who dealt with ads for a Win / Mac PC arcade-style shmup - anyone?
That said, it'd be interesting to hear from developers of any kind of games who used paid advertising after the game has been released - was it worth it to you? To what extent etc? Did you primarily rely on the hype / press / exposure you've built prior to your game's release? Or were paid ads a vital contributor to your sales figures?
And let's not forget any guerilla marketing success / fail stories ;)