Interactive Advertising Bureau updates 3D ad measurement guidelines for Metaverse

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This week, the Interactive Advertising Bureau re-launched some of the guidelines for measuring the effectiveness of in-game ads and possibly metaverse ads.

It was the first time since 2009 that the IAB, a standardization body for the gaming and advertising industries, has taken such action on in-game ads. At the time, many of the guidelines concerned mobile ads that were fresh on the scene at the time.

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But this standard takes into account what comes with in-game 3D graphics for consoles, PCs, mobile devices, and VR games. And in this way, the meaning of these new guidelines is that they point the way to the metaverse, the universe of virtual worlds that are all interconnected, as in novels such as Snowfall And Player on loan one. Defining these guidelines is an important part of creating standards that allow for massive changes and innovations, 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 VR gamer or user is actually watching an ad in 3D space. So the group had to work with the industry to figure out how to properly assign credit for a viewed ad – 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 published its Intrinsic Game Measurement (IIG) guidelines to establish effective measurement guidelines. for ads that appear in the game. The post is open for public comment for a period of 30 days until July 15, 2022.

When the IAB released its current in-game ad measurement standard in 2009, video games and advertising technology were in a very different stage of development. The updated standards will cover 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 shown for at least three seconds before being credited. This is one way to get around any display 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 the ads.

In-game ads refer to native in-game or in-game ads that are placed “in-game” allowing for an uninterrupted portion of the game environment. As more and more companies enter the gaming ecosystem, it is imperative that the IAB and IAB Tech Lab bring the industry together to help establish the uniform standards needed to create consistency in the in-game advertising market.

“The game represents a huge opportunity for marketers,” Zoe Soon, vice president of the IAB Experience Center, said in a statement. With 227 million players in the US and more than three billion worldwide by the end of this year, it is an important entertainment channel, particularly for Generation Z, the next generation of decision makers and home consumers. We are updating the 2009 Gaming Guidelines to help marketers tap into this oasis of attention and measure results confidently and transparently.

Updated IIG measurement standards:

  • Examine the cumulative exposure time of 10 seconds to count a valid impression, including “sight, sound and movement” as well as 3D and virtual environments.
  • Incorporates new ad formats in addition to two-dimensional and video for visibility in gaming environments.
  • It defines in-game measurement terms (impressions, reach / frequency, and engagement) to align with broader measurement efforts across multiple channels.

“With IIG we will have visibility standards in gaming environments and guidelines to monitor impression measurement, display ad visibility and invalid traffic, considered with various technical factors such as ad size, screen, resolution, angle and lighting. “Shailley Singh, vice president of product at IAB Tech Lab, said in a statement. “These will be important factors as we prepare to evolve in-game advertising and expand advertising growth for marketers and their partners as we operate in a relatively new space.”

“The technology has progressed significantly since we and the IAB published our first set of in-game ad measurement guidelines, which preceded critical measurement concepts such as ad visibility, so it is critical to publish this. upgrade to accommodate the accelerated growth of games, “George said. Ivie, General Manager and CEO of MRC, in a press release. “With the IIG measurement guidelines, we can now have greater consistency than suppliers creating their own rules for their measurements, which saves the trust of both the publisher and the buyer 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 the considerable contribution of IAB UK members and a working group made up of leading gaming advertising companies, brands and agencies. .

The Interactive Advertising Bureau is a commercial group of over 700 leading media, brands, agencies and technology companies responsible for the sales, distribution and optimization of digital advertising marketing campaigns.

Here’s an excerpt from an ad’s visibility below:

3.2.3 Advertising angle with respect to the game screen

In cases where the ad angle can be measured specifically for the X and Y coordinates, an ad angle of no more than 55 degrees (in absolute value) to the game screen is recommended for a visible impression is valid. When measuring angle, the measurement should be taken from the most central point of the part of the ad that is on the screen or from the center of the surface being measured, with 0 degrees representing an ad facing the screen, with 180 degrees representing an ad facing away from the screen and 90 degrees representing an in-between state. However, it is important to note that a fundamental purpose of ad angle measurement is to determine how the ad is presented to the user skewed or compressed and whether this distortion or compression affects the opportunity to see the creation. The extent of this distortion or squeeze can vary by environment or creative type, and measurement organizations that also consider Z coordinates may find additional complexity in measuring ad angle. Because of these potential variables, measurement organizations can set different thresholds to determine where the angle of the ad, or the distortion or squeeze of the ad, has reached a point where the creative no longer has the chance to be seen. Any differential thresholds defined to determine this should be empirically proven and documented, as well as periodically reviewed and adjusted as necessary. In addition, measurement organizations should consider non-uniform or irregular advertising surfaces / objects differently when calculating angle and determining distortion, as the angle can change depending on the measurement point or perspective. . In these cases, measurement providers can measure the angle on an uneven surface / object by breaking the ad into rough pieces and measuring each piece separately. Finally, metering organizations should also consider current industry guidelines regarding Out of Home (OOH) metering related to advertising angle and display opportunity, including display area requirements. digital audience measurement based on MRC’s position.

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