In-game advertising—everything brands need to know

How are in-game ads measured?

For now, there is not a standardized measurement for in-game ads. The Interactive Advertising Bureau is in the process of updating its standards, which date back to 2009. For many, the update is a signal of gaming as a viable marketing channel.

“It’s exciting to see in-game ads moving to be seen as a real medium with its own standards, rather than pulling from other measurement standards,” said Natalia Vasilyeva, VP of marketing at Anzu.

Some game advertisements are easier to track, like click-through rates or a video ad being tracked by completion. When it comes to mobile gamers, 51% would watch an ad to play a mobile game for free, Agatha Hood, senior director of customer success at Unity, a cross-platform game engine, said during last month’s IAB Playfronts, an event for media buyers and marketers to learn about advertising and partnership opportunities in the gaming industry.

Other companies have worked to prove ad measurement on their own. In March, Anzu partnered with Oracle Moat, part of Oracle Advertising and Customer Experience, for their own viewability measurement on mobile and PC games. Frameplay, an ad platform for video games, recently introduced a metric called “intrinsic time-in-view” to help brands measure the amount of attention ads get in video games. The metric was backed by two separate studies and Dentsu.

Getting used to in-game ads, and agreeing on measurement standards, can help set the foundation for advertising in the metaverse or other VR settings.

“The metaverse will have ads, but they might not show up the way we think of now,” said Vasilyeva. “We might see more advertising in action.”

Read more: A guide to metaverse marketing

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