The New IAB Gaming Measurement Framework
The Interactive Advertising Bureau (IAB), a leading organization in the digital advertising space, has launched a significant initiative aimed at improving advertising standards within the gaming sector. As gaming transforms into a mainstream form of entertainment, the demand for reliable and standardized advertising metrics has never been greater. Recognizing this need, the IAB introduced the
Gaming Measurement Framework, a comprehensive resource designed to bring clarity, consistency, and confidence to gaming media campaigns.
What is the Gaming Measurement Framework?
The IAB's Gaming Measurement Framework outlines the various gaming ad formats that can be utilized across different media types, including display, video, audio, and custom formats. The framework categorizes metrics into two categories: baseline (the essential metrics every campaign should have) and additional (supplementary metrics that can enhance evaluations). This structure is designed to empower advertisers with the necessary tools to navigate the complexities of measuring advertising success within gaming environments.
Importance of Standard Metrics
By establishing a common language for measurement and reporting, the Gaming Measurement Framework facilitates easier comparisons between campaigns. It promotes trust among publishers, advertisers, and ad tech providers, making it simpler for all stakeholders to gauge the effectiveness of their campaigns. Zoe Soon, VP of Experience Center at IAB, emphasized the importance of the gaming industry's integration into mainstream media, stating that over
80% of U.S. internet users identify as gamers. This demographic shift highlights gaming’s capability to shape the digital advertising landscape significantly.
Key Features of the Framework
The Gaming Measurement Framework is designed to serve multiple purposes, including:
- - Partner/Vendor Selection: Ensures alignment of metrics for brands investing in gaming advertising.
- - Enhanced Campaign Activations: Offers insights on types of gaming ad experiences, aiding creative planning and campaign evaluations to meet broader media goals.
- - Alignment on Reporting: Sets clear expectations for result measurement across brands and agencies.
- - Budget Allocation: Helps identify which gaming experiences yield the best business outcomes, unlocking potential budgets.
Voices from the Industry
Allison McDuffee, the Global Head of Brand Insights & Measurement at Roblox, remarked on the significance of shared standards within the framework, stating that they empower the gaming channel as a marketing tool while providing greater clarity for measuring impact. This initiative is seen as a vital step toward reinforcing the gaming industry's position in the marketing ecosystem.
Upcoming Webinar
To discuss the framework in further detail, IAB invites industry professionals to participate in an upcoming webinar titled **