New Video Game Measurement Allows Brands To Evaluate The Impact Of The In-Game Ads
Recent years have seen an upsurge in video game advertising, as unprecedented numbers of consumers have turned to video games to keep entertained during the COVID-19 outbreak. However, advertisement measurement standards haven’t kept pace with this fast growth. The prevalence of in-game advertisements has led brands and marketers to look at different metrics to determine their effectiveness.
So, was Frank Redhot’s recent appearance in a sports video game well-received? McCormick’s Frank’s Redhot brand placed banner ads inside Basketball Battle, a free-to-play mobile 2D basketball game. The banner advertisements were prominently displayed below the scoreboard at the center court.
Frameplay, a global leader in enabling intrinsic in-game advertising tracked the duration of time the player saw the ad. It recently introduced the first-to-market attention metric called Intrinsic Time-in-View. Attention is a key indicator of where advertisers should spend ad dollars, but how can it be measured? An understanding of the research and data can provide valuable insight into the future of advertising.
What is Intrinsic Time-in-View?
The Intrinsic Time-in-View metric from Frameplay measures how long an ad impression is visible during the gameplay. An impression is only considered viewable if it meets Frameplay’s viewability standards.
The in-game advertising platform measures the viewability of in-game ads using computer vision. It evaluates the total amount of time the ads are viewed throughout the campaign and the average amount of time each ad campaign is viewed per player session.
Interesting Read: Your Ultimate Guide to Understanding Gaming Advertising
Game-changing findings
Frameplay has joined forces with Lumen and eye square independently to analyze and compare its Intrinsic Time-in-View calculation with their respective eye-tracking measurement. It will validate whether Frameplay’s Intrinsic Time-in-View measurement is a viable measure of attention or not. Dentsu International, McCormick’s agency, also took part in the research as part of its Attention Economy initiative, which seeks to understand attention in this new format.
In fact, both computer vision and eye-tracking tech yielded similar results, supporting Frameplay’s method of measuring attention in games. The test also studied the effectiveness of in-game ads.
In-game ads captured about 1.4 times more attention of the gamers vs the mobile display attention norm. It performed similarly to social in-feed video norms and outperformed every other social, web, and mobile format, including a social in-feed image. In fact, eye square’s eye-tracking measurement concluded that Intrinsic Time-in-View turned out to be very close to the true real-life value. The ad framework satisfies the changing commercial and cultural needs of advertisers, companies, and gamers.
Image Credit: Advertising Week
Adexchanger reported that In-game ads generated an average of 2.4 attentive seconds per impression, on par with the attention generated from a social media video ad (even though the in-game ad was a static banner).
Joanne Leong, Dentsu’s VP and Director of Global Media Partnerships, stated that having a reliable metric to compare in-game ads vs social ads helps them decide where to spend the dollars.
“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.”
Interesting Read: InMobi And Anzu Partners To Bring Programmatic In-Game Ads To APAC Region
Setting up in-game advertising standards
Frameplay along with other players took a leadership position to update the guidelines with MRC and IAB so that intrinsic in-game advertising placements properly measure 3-D gaming environments. Ads are more difficult to measure than in other display formats because they are frequently obscured by game elements such as environmental features and player avatars.
Adexchanger quoted Frameplay Chief Strategy and Operations Officer Cary Tilds,
“When you calculate , there’s a lot to consider, like the size of the ad on the screen at any given time, the skew or the angle of the ad at any given time, obstructions between the player perspective and the ad and how lighting affects viewability.”
He also stated that more should be accounted for in any industry-wide in-game measurement standard in addition to all those factors. Frameplay wants advertisers to look at overall attention instead of the only time in view, and change how the ad tech industry thinks about viewability in the gaming sphere.
Considering that in-game advertising is one of the pillars of many companies’ marketing strategies, statistics like these show that it can be a valuable investment for companies looking to reach customers where they prefer. The data gives marketers leverage to understand and compare gaming to other mainstream channels.
Interesting Read: 5 Ad Industry Trends That Are Likely To Unveil in 2022!
TikTok Partners With Double Verify For Ad Measurement And Brand Safety
Highlights:
-Partnership with Double Verify will help brands to authenticate media quality on the short-video sharing platform TikTok.
-TikTok entices advertisers with new ad measurement, and brand safety tools, and combat ad fraud.
-The partnership will bring advertisers greater visibility into ad metrics.
TikTok announced a partnership with the leading ad measurement and analytics platform Double Verify to measure viewability and invalid traffic.
What Will This Partnership Offer Advertisers?
Over the years, TikTok has scaled its advertising business. Double Verify(DV) will provide complete transparency to the brands into their TikTok campaigns for in-feed formats through TikTok’s Open Measurement SDK. All joint clients will have access to DV Pinnacle’s measurement data and insights. This is the first platform integrating reporting and service platforms so that campaigns on TikTok can be monitored and optimized.
How Will Double Verify Benefit Advertisers?
As per the official statement rolled out by DoubleVerify, here are some ways this negotiation can help advertisers:
- Validate TikTok’s media quality using a third-party, trusted, objective, and MRC-accredited solution
- Optimize campaigns running on the platform based on comprehensive data insights like viewability, video quartile completion, and audibility
- Analyze trends and create reports to inform budget allocations and planning strategies across open web and social platforms, including TikTok
Relevant Read: Taboola And Double Verify Partners For Brand Safety
That’s What They Said!
Melissa Yang, Head of Ecosystem Partnerships is excited about the new partnership. She said brand relationship is built on transparency,
Partnering with DoubleVerify will allow our advertisers the in-depth insight they need on invalid traffic and viewability to confidently evaluate and validate campaign effectiveness on TikTok
TikTok is a staple of the marketing mix according to Mark Zagorski, CEO of DoubleVerify. He said,
As spend on the platform continues to grow, TikTok has been proactive in engaging with partners like DV to expand independent, third-party measurement capabilities and build confidence in brands’ digital investments
He added that he was equally excited to work with the growing platform,
We’re thrilled to work with TikTok to bring advertisers a higher level of trust and transparency and, in turn, broaden our quality coverage across this growing platform
TikTok and Double Verify are also working to expand their viewability offering to other ad formats. They will soon launch comprehensive measurement and additional media quality solutions.
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