IAB Releases Measurement Guidelines for In-Gaming Advertising 

This week, the IAB Intrinsic In-Game Measurement Task Force, led by a joint effort between IAB, the IAB Tech Lab and the Media Rating Council (MRC), released measurement guidelines for Intrinsic In-Gaming Advertising to establish an updated framework that can be embraced by both the buy side and the sell side.   

The guidelines cover Impression, Viewable Impression and Audience measurement of In-Game Advertising (IGA) ads embedded in computer and video games; typically integrated within computer/console games and mobile games. This includes the following ad formats within applicable environments such as Desktop, Mobile Web, Mobile In-App and Console (inclusive of standalone game systems and Augmented Reality /Virtual Reality [AR/VR] headsets as well as game systems connected to television displays):  

  • Dynamic In-Game Advertising (DIGA): Appear inside a 3D game environment, on virtual objects such as billboards, posters, etc., and combine the customization of web banners where ads rotate throughout the play session with the functionality of traditional billboards and posters.  
  • Digital Video In-Game Advertising (DVIGA): In-Game Video Ads that are served by an ad server, where ads regularly rotate throughout the play session. As with DIGA, these ads typically appear in a 3D environment or on a billboard and other meaningful in-game placement.  
  • Static In-Game Advertising (SIGA): These ads are not changeable and are served by an ad server into an In-Game environment.  
  • Hardcoded In-Game Ad Objects: Ads that have not been served by an ad server and can include custom 3D objects or static banners. These ads are planned and integrated into a video game during its design and development stage (i.e., built into the coding of the game). 
  • Advergames: Custom-built video games with a sole purpose of promoting a brand or product.  

These guidelines are not intended at this time to cover the following:  

  • Interstitial ads: Interactive, full-screen ads that cover the interface of their host app or site. Such ads appear between content, so they are placed at natural transition points or breaks, such as in between activities or game levels.  
  • Banner (Web Based) ads: Typically occupies a designated advertisement location for where an image-based graphic is displayed.  
  • In-stream or outstream video ads: In-stream refers to video ads typically placed before, during, or at the end of video content. Outstream refers to video ads that exist outside of video content and that typically play within a video player, even if the publisher doesn’t have its own video content.  

According to the recent IAB Canada revenue report, the video game advertising channel is estimated at $197M in Canada. The channel represents unique opportunities to reach a broad audience. In 2020, the Entertainment Software Association of Canada reported that 61% Canadians under the age of 65 played video games, and for those between the ages of six and 17, the rate was 89%. The average age of a Canadian gamer is 34. 

The guidelines are currently in public commentary until July 15, 2022. If you would like to provide feedback or have any questions, please reach out to councils@iabcanada.com.