The Interactive Advertising Bureau and the Media Rating Council have issued guidelines designed to establish consistent terminology and metrics for ads served with augmented reality campaigns. The guidelines should help marketers and advertisers quantify delivery of ads and gauge performance.
The guidelines take account of both interactive and immersive AR formats, recognizing that users can engage in both virtual and physical interactions with products.
“The augmented reality advertising market is projected to generate $1.2 billion in revenue in the U.S. this year,” said Zoe Soon, VP at the IAB Experience Center in a release. “Thus, as an industry, we need to establish a greater consistency on how we define and measure AR advertising to foster fairness and transparency for buyers and sellers.”
The guidelines are subject to public review and comment until March 9, 2024.
Why we care. With the AR ad market growing at the rate projected, an early attempt to make clear what deliverability, viewability, engagement and performance mean can only be welcome. The IAB has already tackled in-game advertising. As indicated, AR presents a more complex scenario as users of AR can interact with the physical world as well as the virtual augmentation. The guidelines do not cover fully immersive virtual reality experiences.
Detailed guidelines. The guidelines consitute a substantial discussion of metrics, including:
- Impressions.
- Viewability.
- Invalid traffic.
- User attribution and audience.
- Performance.
They also discuss auditing, general reporting and disclosure (transparency of methods used for all the above).
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The Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) have recently published guidelines for measuring the performance of augmented reality (AR) advertising. This is a significant step forward for the industry, as it provides a standardized framework for evaluating the effectiveness of AR campaigns.
Augmented reality is a technology that overlays digital information onto the real world, creating an immersive experience for users. AR has become increasingly popular in recent years, with applications ranging from gaming to retail to education. As more brands and advertisers begin to explore the potential of AR, there is a growing need for reliable metrics to measure its impact.
The new guidelines from IAB and MRC address this need by providing a set of best practices for measuring AR performance. The guidelines cover a range of topics, including viewability, engagement, and conversion metrics. They also provide recommendations for data collection and reporting, as well as guidance on how to ensure that AR measurement is consistent with existing standards for digital advertising.
One of the key challenges in measuring AR performance is the fact that it is a highly interactive medium. Unlike traditional forms of advertising, where the viewer is largely passive, AR requires the user to actively engage with the content. This means that traditional metrics like impressions and click-through rates may not be sufficient to capture the full impact of an AR campaign.
The new guidelines address this challenge by recommending a range of engagement metrics that can be used to assess the effectiveness of AR advertising. These include metrics like dwell time, which measures how long a user spends interacting with an AR experience, and interaction rate, which measures the percentage of users who engage with an AR ad.
In addition to engagement metrics, the guidelines also recommend measuring conversion metrics like sales lift and brand lift. These metrics can help advertisers understand the impact of their AR campaigns on key business outcomes.
Overall, the new guidelines from IAB and MRC represent an important step forward for the AR industry. By providing a standardized framework for measuring AR performance, they will help advertisers and brands to better understand the impact of their campaigns and make more informed decisions about their AR strategies. As the use of AR continues to grow, these guidelines will be an essential tool for ensuring that AR advertising is effective and accountable.
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