Guidelines for In-Game Advertising

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The Interactive Advertising Bureau (IAB) released guidelines for in-game advertising measurement. If you've considered purchasing advertising in this format, the IAB's recommendations might come in handy as for as long as in-game ads have been around, everyone from media buyers to game publishers have struggled with ways to measure engagement and time users spend playing. 

The guidelines describe what constitutes an ad impression within the game environment as one that needs to be visible on the screen for at least 10 seconds before it is counted, establishes a common methodology for counting impression (which hopefully will make it easier to buy and sell), and provides some important definitions to help everyone understand and quantify the value.

“We worked with key industry stakeholders to develop a single methodology for in-game advertising measurement,” said Jeremy Fain, vice president of IAB’s Industry Services. “We are confident that consumers’ increasing appetite for in-game experiences coupled with the widespread adoption of these guidelines by game publishers and ad servers will pave the way for more marketing innovation and spending in the games platform.”

“Establishing a standard methodology for measurement within an in-game environment eases the transactional process for marketers, and will allow for continued growth,” said David Gunzerath, SVP, Associate Director, Media Rating Council (MRC). “These guidelines will provide the framework for auditing ad impression measurement thus enhancing accountability within in-game advertising.”


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1 comment

John AlanR 09-28-2009 3:16 PM

Is this article in reference to video games which require an internet connection?

It's generally wise to remember that if the audience is already paying to play a game, then they might be quite annoyed with distracting/gratuitous advertising. However, if the audience does not have to pay for the game, then advertising is more acceptable.

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