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This week, the Interactive Advertising Bureau released some guidelines for measuring the effectiveness of in-game ads and potentially metaverse ads.
It was the first time since 2009 that the IAB, a standard body for the gaming and advertising industries, took such action on in-game advertising. At the time, a lot of the guideline had to do with mobile ads which were modern at the time.
But this criterion takes into account what comes with in-game 3D visuals for console, PC, mobile, and virtual reality games. In this way, the significance of these new instructions is that they point the way to the metaverse, the realm of all interconnected virtual worlds, as in novels such as Snowfall And the One loan player. Creating guidelines like this is an important part of creating standards that enable massive change and innovation – like the Metaverse – in computing and gaming.
In the past, 2D visualization was measurable. But with 3D technology, you can never tell if a player or VR user is watching an ad in a 3D space. So the group had to collaborate with the industry to figure out how to properly assign credit to the ad being viewed – because that’s the main reason people pay for ads – and how to measure that view.
As part of a collaboration between IAB, IAB Tech Lab, and the Media Classification Council (MRC), the IAB has released the Intrinsic Game Measurement Guidelines (IIG) to develop effective measurement guidelines. Updated for in-game ads. The post is open for public comment for 30 days, until July 15, 2022.
When the IAB released its current standard for measuring in-game advertising in 2009, video games and ad technology were at an entirely different stage of development. The updated standards will address ad displayability, measurement, inactivity, and fraud through in-game ads that put you on a par with the rest of digital media. For example, an advertisement must be viewed for at least three seconds before it can be approved. This is a way to bypass any scam offer.
But the value of these ads is important, because games are where the audience is, at least the audiences that brands and others consider valuable targets for ads.
In-game ads refer to original in-game or in-game ads that are placed “in-game” allowing a seamless part of the game environment. As more and more companies enter the gaming ecosystem, it is important that the IAB and IAB Tech Lab bring the industry together to help establish the unified standards needed to achieve consistency in the in-game advertising market.
“Games represent a huge opportunity for marketers,” Zoe Son, vice president of the IAB Experience Center, said in a statement. “With 227 million gamers in the US and more than three billion worldwide by the end of this year, it is a major entertainment channel, especially for Generation Z, the next generation of decision makers and family spenders. We are updating our 2009 Game Guidelines to help marketers tap into an oasis of interest. These will measure results with confidence and transparency.
Updated IIG Measurement Standards:
- Reviews a cumulative exposure time of 10 seconds to calculate a valid impression, including “sight, sound and motion”, as well as 3D and virtual environments.
- Incorporates new ad formats beyond 2D and video to make them stand out in gaming environments.
- Defines in-game measurement terms (impressions, reach/repetition, and engagement) to align with measurement efforts across broader channels.
“With IIG, we will have viewability standards in game environments and guidelines for tracking impression metric, display ad viewability and invalid traffic, taking into account various technical factors such as ad size, screen, resolution, angle and lighting,” Shali Singh, Vice President of Product at IAB Tech Lab , he said in a statement. “These will be important factors as we prepare to develop in-game advertising and expand ad growth for marketers and their partners as they work in a relatively new space.”
“Technology has advanced significantly since we and IAB published the first set of guidelines for measuring in-game advertising, which predated important measurement concepts such as ad viewability, so it is imperative that we deploy this update to accommodate the exponential growth of games,” George said. Ivie, Managing Director and CEO of the MRC, in a press release. “With IIG’s Measurement Guidelines, we can now have greater consistency against sellers creating their own rules for their measurements, providing confidence for both publisher and buyer as the industry works together to create a non-intrusive ad experience.”
The project is a joint effort of the IAB Experience Center, IAB Tech Lab and Media Rating Council, with significant input from IAB UK members and a working group made up of leading gaming advertising firms, 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 is an excerpt from seeing an ad below:
3.2.3 Advertising angle relative to the game screen
In cases where the ad angle can be measured specifically to X and Y coordinates, an ad angle of no more than 55° (on an absolute basis) on the game screen is recommended for the viewable impression to be valid. When measuring the angle, the measurement should be taken from the most central point of the portion of the advertisement displayed on the screen or from the center of the surface being measured, with 0° representing an advertisement facing the screen, 180° representing an advertisement facing away from the screen and 90° representing an intermediate condition. However, it is important to note that the primary purpose of ad angle measurement is to determine how the distorted or compressed ad is shown to the user, and whether such distortion or compression affects the chance of seeing the creation. The extent of this distortion or compression may vary depending on the environment or the type of creative design, and measurement organizations that also consider Z-coordinates may find additional complexity in ad angle measurement. Because of these potential variables, benchmarking organizations may set different thresholds for determining the point at which an ad angle, ad distortion or ad compression has reached a point where ad creative is no longer available to appear. Any differential threshold defined to determine this has to be empirically proven and documented, as well as periodically reviewed and adjusted as necessary. In addition, measuring institutions must consider irregular or uneven ad surfaces/objects differently when calculating the angle and determining deformation, as the angle may change depending on the point of measurement or perspective. . In these cases, measurement service providers may measure the angle on an uneven surface/object by dividing the ad into approximate pieces and measuring each piece individually. Finally, metering organizations should also consider current industry guidelines for outdoor measurement (OOH) related to advertising angle and viewing opportunity, including exposure area requirements and MRC’s location-based digital audience measurement standards.
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