Gaming Ads Firm Frameplay Unveils Attention Metric

Intrinsic in-game advertising pioneer Frameplay has launched a solution for measuring attention in the gaming sector. Intrinsic Time-in-View builds on the firm's proprietary viewability measures and has been validated by agencies Lumen and eye square, and endorsed by marcoms group dentsu.

The solution measures the length of time an ad impression is viewable during game play, and only records an impression if viewability requirements are satisfied.

Frameplay ran separate tests with Lumen and eye square, comparing its Intrinsic Time-in-View calculation with each firm's eye tracking measurement - the two use unique and different methodologies and technologies, and both confirmed 'with confidence' that the new tool is 'a viable measure of attention', according to Frameplay. Lumen found the metric to be consistent with its own, and also confirmed that the ad tested captured 1.4x more gamer attention than the norm, while Frameplay's Intrinsic In-Game Advertising 'performed similarly to social in-feed video norms and outperformed every other social, web and mobile formats'. eye square concluded that Time-in-View gave very similar results to 'the true real-life value' provided by its own eye tracking; and that intrinsic banner ads in mobile games 'are highly appreciated, while in contrast, interrupting video ads are not liked at all'.

Frameplay CEO Jonathon Troughton (pictured) says: 'Our proprietary intrinsic in-game viewability technology has been at the forefront of our product offering since our company's inception. We are proud to share that we have further validated the efficacy of our advertising solution, with results from our two eye tracking studies showing a strong correlation between our intrinsic in-game viewability algorithm and intrinsic time-in-view viewability duration metric as substantial indicators of attention'. Joanne Leong, VP Global Media Partnerships at dentsu, comments: 'The average consumer sees over 4,000 ads in any given day, so it is imperative that advertisers start evaluating channels through the lens of attention metrics, which are more indicative of meaningful exposures. The results from these studies validate proven attention in Frameplay's gaming inventory, and we will use this data in planning as we evaluate future intrinsic in-game opportunities'.

Frameplay is headquartered in San Francisco with offices worldwide, and is online at www.frameplay.gg .