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This week, the Interactive Advertising Bureau relaunched a set of guidelines for measuring the effectiveness of in-game advertising and potentially metaverse advertising.
It was the first time since 2009 that the IAB, a standard-setting body for the gaming and advertising industry, took such action with regard to in-game advertising. At the time, many mobile advertising guidelines were new at the time.
But this standard takes into account what comes with in-game 3D visuals for console, PC, mobile and VR games. And in that way, the meaning of these new guidelines is that they point the way to the metaverse, the universe of virtual worlds all interconnected, as in novels like Snowfall and borrow player one† Creating such guidelines is an important part of creating the standards that will enable massive change and innovation – such as the Metaverse – in computing and gaming.
In the past, 2D visualization was measurable. But with 3D, you can never really tell if a gamer or VR user is actually watching an ad in 3D space. So the group had to work with the industry to figure out how to properly give credit to an ad seen — because that’s the main reason people pay for ads — and how to measure that view.
As part of a collaboration between the IAB, the IAB Tech Lab and the Media Rating Council (MRC), the IAB has released its Intrinsic Gaming (IIG) Measurement Guidelines to establish effective measurement guidelines for ads appearing in-game. post is open for public comment for a period of 30 days until July 15, 2022.
When the IAB released its current standard for measuring advertising in games in 2009, video games and ad technology were at a very different stage of development. The updated standards will address ad visibility, measurement, inactivity and fraud with in-game ads, putting them on par with the rest of digital media. For example, an ad must be viewed for at least three seconds before it is credited. This is a way to avoid viewing fraud.
But the value of those ads is significant because games are where the audience is, at least the audience that brands and others see as valuable targets for ads.
In-game ads refer to native in-game or in-game ads that are placed “in-game”, creating a seamless part of the game environment. As more and more companies enter the gaming ecosystem, it is critical that the IAB and IAB Tech Lab bring the industry together to help establish the unified standards needed to create consistency in the in-game advertising market.
“Gaming represents a huge opportunity for marketers,” Zoe Soon, vice president of the IAB Experience Center, said in a statement. “With 227 million gamers in the United States and more than three billion worldwide by the end of this year, it is an important entertainment channel, especially for Gen Z, the next generation of decision-makers and households. We’re updating the 2009 gaming guidelines to help marketers tap into this haven of attention and measure results with confidence and transparency.
Updated IIG Measurement Standards:
- Assesses the 10-second cumulative exposure time to count a valid impression, including “sight, sound and movement”, as well as 3D and virtual environments.
- Includes new ad formats beyond two-dimensional and video for visibility in gaming environments.
- Defines in-game metrics (impressions, reach/frequency, and engagement) to align with broader measurement efforts across multiple channels.
“With IIG, we have visibility standards in game environments and guidelines for tracking impression measurements, display ad visibility and invalid traffic, taking into account various technical factors such as ad size, screen, resolution, angle and lighting,” Shailley Singh, vice president of product at IAB Tech Lab, in a statement. “These will be important factors as we prepare for in-game ad development and ad growth for marketers and their partners as they operate in a relatively new space.”
“Technology has improved significantly since we and the IAB published our first set of in-game ad measurement guidelines, which predated critical measurement concepts such as ad visibility, so it’s critical that we publish this update to help accelerate the growth of games. possible,” George said. Ivie, Director General and CEO of the MRC, in a press release. “With the IIG’s measurement guidelines, we can now have more consistency over suppliers who create their own rules for their measurements, saving both publisher and buyer confidence as the industry works together to create a non-intrusive advertising experience .”
The project is a joint effort of the IAB Experience Centre, the IAB Tech Lab and the Media Rating Council, with significant input from IAB UK members and a working group comprising leading gaming advertising companies, brands and agencies.
The Interactive Advertising Bureau is a trade group of more than 700 leading media companies, brands, agencies and technology companies responsible for selling, delivering and optimizing digital advertising marketing campaigns.
Here’s an excerpt from the visibility of an ad below:
3.2.3 Advertising angle to the game screen
In cases where the ad angle can be measured specifically for X and Y coordinates, an ad angle of no more than 55 degrees (on an absolute basis) from the game screen is recommended for a valid viewable impression. When measuring the angle, the measurement should be taken from the most central point of the part of the ad that is on the screen or the center of the surface being measured, where 0 degrees represents an ad facing the screen , where 180 degrees represents an ad pointing away from the screen and 90 degrees representing an intermediate state. It is important to note, however, that an important goal of measuring ad angles is to determine how distorted or compressed the ad is presented to the user and whether this distortion or compression affects the ability to view creation. The degree of this distortion or compression can vary depending on the environment or type of creative, and measurement organizations that also consider Z coordinates may experience additional complexity when measuring ad angles. Because of these potential variables, measurement organizations can set different thresholds to determine the point where the ad angle, or the distortion or compression of the ad, has reached a point where the ad can no longer be seen. Any differential threshold defined to determine this should be empirically substantiated and documented, and periodically reviewed and adjusted as necessary. In addition, when calculating the angle and determining the distortion, measurement organizations should look at non-uniform or uneven advertising surfaces/objects differently, as the angle may change depending on the measurement point or perspective. † In these cases, measurement providers can measure the angle on an uneven surface/object by dividing the ad into estimated pieces and measuring each piece individually. Finally, measurement organizations should also consider current industry guidelines related to Out of Home (OOH) measurements regarding ad angle and viewing capabilities, including exposure area requirements.MRC’s location-based digital audience measurement standards.
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