The Interactive Advertising Bureau (IAB), in collaboration with the Media Rating Council (MRC), has released Augmented Reality (AR) Measurement Guidelines, which provide a framework for clear and consistent definitions and evaluation metrics for advertising within Augmented Reality Campaigns. The guidelines are available for public comment until March 9th, 2024.
The AR Measurement Guidelines
The growing adoption of augmented reality advertising lacks standardized measurement practices, resulting in challenges such as fragmented data interpretation, inaccurate performance assessment, and limited cross-platform measurement. To tackle these issues and promote the expansion of the industry, the MRC and IAB have worked together to publish their Augmented Reality (AR) Measurement Guidelines for public feedback. Advertisers and marketers can use the IAB AR Measurement Guidelines as a guide to measure the number of media delivered and assess how well their media campaigns achieved their business goals.
The objective of the guidelines
- Ad delivery, viewability, audience, engagement, and performance metrics should all be measured uniformly in AR campaigns.
- Verify that there is equity and openness in the AR advertising market for both buyers and sellers.
- In the context of attribution, highlight the distinctive features of augmented reality (AR), such as interactive and immersive formats, non-physical product interactions, and physical interactions related to browsing.
Why should one care about the AR Measurement Guidelines
Given the predicted growth rate of the Augmented Reality ad market, it is only appropriate that there be an early effort to define deliverability, viewability, engagement, and performance. In-game advertising has already been addressed by the IAB. As previously mentioned, because AR users can engage with both the virtual augmentation and the real world, the situation is more complicated. A completely immersive virtual reality experience is not covered by the guidelines.
The guidelines constitute a substantial discussion of metrics, including:
- Invalid traffic.
- User attribution and audience.
Important Points within the AR Measurement Guidelines
- The MRC worked with the IAB Augmented Reality Measurement Guidelines Task Force to develop the guidelines.
- The US AR advertising market is expected to generate $1.2 billion in revenue by 2024, underscoring the necessity for uniform measurement procedures within the industry.
- To encourage brands, publishers, agencies, and ad tech companies to participate, the guidelines are available for public comment.
Here’s what they said
Zoe Soon, VP, Experience Center, IAB said,
Brands are increasingly utilizing AR in their media campaigns to connect with consumers in more meaningful and immersive ways. The Augmented Reality advertising market is projected to generate $1.2 Billion in revenue in the U.S. this year. 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.
Ron Pinelli, SVP Digital Research and Standards, MRC remarked,
The efforts to draft these guidelines involved developing a deep understanding of the AR measurement landscape through collaboration with the IAB AR Measurement Guidelines Task Force, we created a measurement framework for ad delivery, audience, engagement, and outcomes that provides consistency with other digital measurement while reflecting unique aspects of the AR environment. This public comment period is an opportunity for all members of the digital advertising community – brands, publishers, agencies, and ad tech companies – to join the conversation and share their feedback regarding AR advertising measurement and work together to address the present and future of AR advertising experiences.
Ty Ahmad-Taylor, Vice President, Product Growth, Snap Inc added,
Over the last decade, we’ve seen first-hand the value augmented reality (AR) has for our community and for brands looking to engage consumers. We’re excited to partner with IAB and MRC, and help the industry navigate effective AR campaign measurement. The AR Measurement Guidelines Task Force is playing a leading role in defining the future of AR advertising, and we look forward to using these guidelines to help partners maximize their AR outcomes.