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This week, the Interactive Advertising Bureau relaunched some guidelines for measuring the effectiveness of in-game ads and ultimately ads in metavers.
It was the first time since 2009 that the IAB, the standard organization for the sports and advertising industries, had taken such action on in-game advertising. At the time, many of the guides were related to mobile ads that were fresh on the scene at the time.
But this standard takes into account the things that come with in-game 3D visuals for console, PC, mobile and virtual reality games. And as such, the significance of these new guides is that they point to metavers, the universes of the virtual world that are all interconnected, as in the novels. Snow crash And Ready Player OneSetting such a guideline is an important part of creating standards that make it possible for major changes and innovations – such as metavers – to come into computing and gaming.
In the past, 2D viewing was measurable. But with 3D, you can never tell if a gamer or VR user is actually watching an ad in 3D space. So the group had to team up with the industry to figure out how to properly credit the ad they saw – the main reason people pay for the ads – and how to measure that view.
In a joint collaboration between the IAB, IAB Tech Lab and the Media Rating Council (MRC), IAB has released its built-in in-game (IIG) measurement guidelines to establish updated measurement guidelines for ads appearing in gameplay. The publication is open for public comment for a 30-day period ending July 15, 2022.
When the IAB released its current standard of in-game advertising measurement standards in 2009, video games and advertising technology were at a very different stage of development. The updated standards will focus on ad visibility, measurement, inactivity and fraud in the in-game ad that will bring them on par with the rest of the digital media. For example, an ad should be viewed for at least three seconds before being credited with viewing it. This is a great way to avoid any eye-catching scams.
But the value of such ads is important, because there are games where there is an audience, at least an audience that brands and others see as valuable targets for advertising.
In-game ads refer to original in-game or in-play ads that are placed “in the game” by enabling a seamless portion of the gameplay environment. As more companies enter the gaming ecosystem, it is important that IAB and IAB Tech Labs mobilize the industry to help establish the same standards needed to create consistency across the in-game advertising marketplace.
“Gaming represents a huge opportunity for marketers,” Zoe Soo, vice president of the IAB Experience Center, said in a statement. “With 227 million gamers in the US and more than three billion globally by the end of this year, it is a major entertainment channel, especially for Gen Z, the next generation of household decision makers and spenders. We’re updating the 2009 In-Game Guide to help marketers tap into this mediocre desert and measure results with confidence and transparency.
Updated IIG measurement standards:
- Re-examines the 10-second cumulative exposure period for calculating valid impressions, including “sight, sound and motion”, as well as 3D and virtual environments.
- Includes new ad formats in addition to two-dimensional and video as it relates to visibility in the in-game environment.
- Defines in-game measurement terms (impressions, reach / frequency and connectivity) to align with comprehensive cross-channel measurement efforts.
“With IIG, we will have visibility standards in the in-game environment and guidelines for impression measurement, display ad visibility and invalid traffic tracking, taking into account various technical factors such as screen size, resolution, angle and lighting,” he said. Shaili Singh, vice president of products at IAB Tech Lab, said in a statement. “These will be important factors as we prepare to measure advertising in gaming and expand advertising growth for marketers and their partners as they operate in a relatively new space.”
“Technology has advanced significantly since we and IAB released the first set of our guidelines for in-game ad measurement, which predicts critical measurement concepts such as ad visibility, so it is crucial that we release this update to address the rapid growth of gaming. George Ivie, executive director and CEO at MRC, said in a statement. “Through the IIG Measurement Guide, we can now gain greater relevance as opposed to vendors creating their own rules for their measurements, which enables publisher and buyer confidence as the industry works together to create a non-intrusive advertising experience.”
The project is a joint effort between the IAB Experience Center, the IAB Tech Lab and the Media Rating Council, with significant input from members of the IAB UK and a task force of leading in-game ad companies, brands and agencies.
Interactive Advertising Bureau is a business group consisting of over 700 leading media companies, brands, agencies, and technology companies responsible for selling, delivering, and optimizing digital advertising marketing campaigns.
The following is an excerpt from the ad’s visibility:
3.2.3 Ad angle relative to the game screen
Advertising angles are recommended, especially for X and Y coordinates, when the angle of the ad is measurable, with an ad angle not exceeding 55 degrees (absolute) relative to the game screen to allow for a visible impression. When measuring an angle, measurements should be made from the center of the advertisement portion of the screen or from the center of the surface being measured, with 0 degrees representing the ad in front of the screen, 180 degrees representing the ad facing the ad. Represents a position away from the screen and between 90 degrees. However, it is important to note that the crucial purpose of measuring the angle of the ad is to determine the extent to which the ad is shown distorted or narrowed to the user and whether this distortion or contraction affects the chance of creative viewing. The extent of this distortion or contraction may vary depending on the environment or the creative type, and measurement organizations that also consider Z coordinates may find more complexity in measuring the angle of the ad. Because of these potential variables, measurement bodies may set different thresholds to determine the point at which the ad angle, or ad distortion or contraction, has reached a point where the creator no longer has a chance to see. Any differential threshold set to determine this should be empirically supported and documented, as well as periodically studied and adjusted where applicable. In addition, measurement bodies should consider non-equal or unequal advertising surfaces / objects separately to calculate angles and determine distortion, as the angle changes depending on IAB in-game Advertising Measurement Guidelines 2.0 – Public Comment Draft – 17 measurement point or perspective. Can. . In these cases, measurement providers can measure the angle on an uneven surface / object by separating the ad into approximate pieces and measuring each part separately. Finally, measurement bodies should also consider existing industry guidelines regarding out-of-home (OOH) measurements, including the angle of disclosure and the exposure zone requirements of the MRC’s digital place-based audience measurement standards.
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