IAB Launches Framework for Measurement of In-Game Ads

In New York, digital ad trade association the Interactive Advertising Bureau (IAB), has developed a resource aiming to bring 'clarity, consistency and confidence' to media campaigns in gaming environments.

The IAB Gaming Measurement Framework outlines standard formats for gaming ads across four key media types - display, video, audio and custom - and details / distinguishes between the baseline and 'nice-to-have' metrics available for each ad format. The body says the framework will help advertisers make informed decisions about where and how to invest, and creates a consistent language for measurement and reporting across publishers, agencies and ad tech providers.

'With more than 80% of US Internet users identifying as gamers, gaming is no longer a niche pastime relegated to teenagers in basements' says Zoe Soon (pictured), VP of the IAB's Experience Center. 'It's mainstream entertainment with the potential to become a dominant force in the digital advertising ecosystem. As brands look to meet their audiences where they play, it is critical that they are empowered to measure the metrics that matter. That's why we developed the Gaming Measurement Framework, to align expectations of essential and nice-to-have metrics across the industry.'

Allison McDuffee, Global Head of Brand Insights & Measurement at Roblox says says the launch is 'a major step forward both for the gaming industry and decision makers in marketing,' and explains: 'These shared standards and an established common language unlock the full power of gaming as a marketing channel and bring greater clarity for brands in measuring impact. It aligns everyone around what success looks like in these new immersive gaming spaces.'

The IAB's membership comprises more than 700 media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns.

The Framwork can be accessed at www.iab.com/guidelines/gaming-measurement-framework .