Interactive Advertising Bureau updates 3D advertising targeting guidelines for Metaverse

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

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


But this standard takes into account what comes with 3D images in the game for console, PC, mobile and VR games. And in that way, the significance of these new guidelines is that they point the way to the metaverse, the universe of virtual worlds, all of which are interconnected, as in novels such as Snowfall and Loans play one. Establishing such guidelines is an important part of creating the standards that enable massive change and innovation – such as Metaverse – in computers and games.

Previously, 2D visualization was measurable. But with 3D, you can never really see if a gamer or VR user is actually seeing an ad in 3D space. So the group had to team up with the industry to figure out how to properly allocate credit for a seen ad – because that’s the main reason people pay for ads – and how to measure that impression.

As part of a collaboration between IAB, IAB Tech Lab and Media Rating Council (MRC), IAB has published its Intrinsic Gaming (IIG) Measurement Guidelines to establish effective measurement guidelines. up-to-date for in-game ads. The post is open for public comment for a 30-day period until July 15, 2022.

When IAB released its current standard for measuring in-game ads in 2009, video games and ad technology were at a very different stage of development. The updated standards will address ad visibility, metering, inactivity, and in-game ad scams that put them on par with the rest of digital media. For example, an ad must be viewed for at least three seconds before being credited. This is one way to get around any impression scams.

But the value of these ads is significant because games are where the audience is, at least the audiences that brands and others consider valuable ad targets.

In-game ads refer to native in-game or in-game ads that are placed “in-game”, allowing for a hassle-free part of the gaming environment. As more and more companies enter the gaming ecosystem, it’s crucial that IAB and IAB Tech Lab bring together the industry to help establish the uniform 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 players in the United States and more than three billion worldwide by the end of this year, it’s a major entertainment channel, especially for Gen Z, the next generation of decision makers and household users. We’ll update the 2009 gaming guidelines to help marketers utilizing this oasis of attention and measuring results with confidence and transparency.

Updated IIG measurement standards:

  • Review the 10-second cumulative exposure time to count a valid impression, including “sight, sound, and motion,” as well as 3D and virtual environments.
  • Incorporates new ad formats in addition to two-dimensional and video for visibility in gaming environments.
  • Defines measurement terms in the game (views, range / frequency and engagement) to adapt to broader measurements across channels.

“With IIG, we will have standards for visibility in gaming environments and guidelines for tracking exposure metering, display ad visibility and invalid traffic, taking into account various technical factors such as ad size. Screen, resolution, angle and lighting,” said Shailley Singh, vice president. President of Product at IAB Tech Lab, said in a statement. “These will be important factors as we prepare to develop in-game advertising and expand the advertising growth of marketers and their partners as they operate in a relatively new area.”

“Technology has advanced significantly since we and IAB released our first set of guidelines for measuring in-game ads, which preceded critical measurement concepts such as ad visibility, so it’s crucial that we release this update to meet the accelerated growth of games. , “George said. Ivie, CEO and CEO of MRC, in a press release. “With IIG’s measurement guidelines, we can now have greater consistency with suppliers making 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 between the IAB Experience Center, IAB Tech Lab and the Media Rating Council, with significant input from IAB UK members and a working group consisting of leading advertising companies in games, brands and agencies.

Interactive Advertising Bureau is an industry group of more than 700 leading media companies, brands, agencies and technology companies responsible for selling, delivering and optimizing digital advertising campaigns.

Here is an excerpt of the visibility of an ad below:

3.2.3 Advertising angle in relation to the game screen

In cases where the ad angle can be measured specifically for the X and Y coordinates, an ad angle greater than 55 degrees (on an absolute basis) relative to the game screen is recommended for a visible impression to be 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 the center of the surface being measured, with 0 degrees representing an ad facing the screen, 180 degrees representing a message facing away from the screen and 90 degrees represents an intermediate state. However, it is important to note that a key purpose of ad angle measurement is to determine how distorted or compressed the ad is presented to the user and whether this distortion or compression affects the ability to see the creation. The extent of this distortion or compression can vary depending on the environment or type of advertising material, and measurement organizations that are also considering Z-coordinates may find additional complexity in ad angle measurement. Because of these potential variables, measurement organizations can set different thresholds for determining the point at which the ad angle or ad distortion or compression has reached a point where the ad material can no longer be viewed. Any differential threshold defined to determine this should be empirically substantiated and documented, as well as periodically revised and adjusted as necessary. In addition, measurement organizations should consider heterogeneous or uneven advertising surfaces / objects differently when calculating the angle and determining the distortion, as the angle may change depending on the measuring point or perspective. . In these cases, metrics providers can measure the angle of an uneven surface / object by dividing the ad into approximate pieces and measuring each piece separately. Finally, measurement organizations should also consider current industry guidelines regarding Out of Home (OOH) measurement related to advertising angles and viewing options, including requirements for exposure area MRC’s location-based digital standards for audience measurement.

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