- The Interactive Advertising Bureau (IAB) released a new industry resource called the Gaming Measurement Framework designed to bring clarity and consistency to media campaigns in gaming environments, in keeping with a press release.
- The framework outlines standard gaming ad formats across digital, video and audio and explains must-have and nice-to-have metrics for every format to assist brands make more informed decisions about where to place their ad dollars.
- The guidelines are also meant to assist marketers set clear expectations for measuring results across brands, agencies and ad tech platforms. The framework arrives as consumers proceed to flock to gaming platforms and ad spending on the channel grows.
The IAB is addressing the necessity for measurement standardization across gaming ad campaigns with its new framework, a move meant to empower brands to spend their ad dollars more properly. The resource is certainly one of the primary industry-wide efforts of its kind and comes as gaming continues to grow in popularity, with over 80% of U.S. web users identifying as gamers, per data cited in release details. For Gen Z and Gen Alpha, that total jumps to a minimum of 90%.
The space in turn continues to draw advertisers, with U.S. in-game ad revenue forecast to top $11 billion by 2028, per eMarketer, underscoring the necessity for clarity around metrics. With a consistent language for measurement and reporting, advertisers could shift much more dollars to gaming platforms, like Minecraft, Roblox and Fortnite, which were popular for co-branded and immersive spaces.
“The framework’s launch is a serious step forward each for the gaming industry and decision makers in marketing,” said Allison McDuffee, global head of name insights and measurement, Roblox, in release details.
The framework outlines baseline display ad metrics including impression count, click-through rate, average variety of interactions per user and redemption rates, amongst others. Additional or nice-to-have metrics include brand recall, visual tracking, neurological evaluations and footfall.
The resource may be leveraged in a handful of various scenarios, including during partner and vendor selections, during campaign reporting and evaluation and while optimizing budgets to lean into the experiences that perform one of the best. The framework can be used for creative planning and mixed media modeling to assist brands understand the gaming ad experiences which are available and the way they map to numerous media categories and final result metrics, per the report.
Additionally, the IAB’s framework identifies core measurement guidelines for brands to confer with across areas like audience reach, intrinsic in-game promoting and mobile in-app promoting. Ahead of its latest move, the trade body last yr released creative guidelines for best practices for games promoting spanning topics like clear disclosures and appropriate calls-to-action.
Beyond showing up where consumers spend time, in-game ads have shown signs of promise. Mobile gamers specifically are energetic shoppers, with 45% reporting they spend $200 or more per thirty days on retail items, per a report from game developer Zynga. Nearly half of gamers on a mobile device said they became aware of a new product through an in-game ad, and 27% said an in-game ad led them to buy a new product.
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