- The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) unveiled a proposed set of guidelines to present advertisers more clear and consistent metrics for their augmented reality (AR) efforts, based on the organizations.
- The guidelines, that are open for public comment through March 9, set a framework for clear and consistent definitions for AR ad delivery, viewability, audience, engagement and performance.
- The guidelines also account for AR’s ability to enable users to interact with products each virtually and in the true world while pointing to the enduring relevance of the technology for advertisers.
AR has generated notable use cases for brands on platforms like Snapchat, where virtual lenses and filters remain popular. Thanks to devices like Apple Vision Pro, which is already attracting the attention of marketers like E.l.f. Cosmetics, and Meta’s recent Ray-Ban Stories glasses and Quest 3 VR headset with full visual passthrough, the technology might be on the precipice of greater mainstream use. The AR promoting market is projected to generate $1.2 billion in revenue within the U.S. in 2024, per details in the discharge.
As such, it’s probably time for some industry guidelines that marketers, agencies and platforms can agree upon to have a typical language around metrics, ROI and general campaign goals for their AR activations. Outlined within the 35-page guidelines are definitions and baselines for general impression counting, viewability, invalid traffic, user attribution and performance.
The proposed guidelines are intended to cover AR formats including ads, virtual try-ons, dynamic experience masks, interactive world views, interactive 3D objects, portals and gateways, and static filters. They aren’t intended to cover fully immersive virtual reality experiences or non-digital ad activity related to packaging, comparable to QR codes.
“As an industry, we want to determine a greater consistency on how we define and measure AR promoting to foster fairness and transparency for buyers and sellers,” said Zoe Soon, vice chairman of the IAB’s experience center, in an announcement.
Recent AR brand use cases include Super Bowl-related activations from a lot of marketers.
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