Standardizing Measurement for Gaming Campaigns

The Wild West of Gaming Campaign Measurement

Okay, so you wanna talk about gaming campaign measurements? Honestly, it's been a bit of a mess, kinda like trying to herd cats, y'know? I mean, are we even speaking the same language out here?

• Gaming advertising is, like, totally booming, but how we actually measure it? That's another story. It is inconsistent.
• Different platforms? Oh, they all got their own way of reporting stuff. Makes comparing them a real headache--a HUGE headache!
• And because there's no real standard, companies are wasting money. Like throwing cash into a black hole.
• Plus, marketers are struggling to justify spending big bucks without good, solid data. It is hard to tell the CEOs where that money is going.

It's kinda like the Wild West out there. Untamed, lawless... okay, maybe not that dramatic, but you get the idea.

Well, gaming ain't some niche hobby anymore; it's HUGE. Brands need to find ways to connect with gamers, and do it smart. We have to be efficient, right?

Accurate measurement? Super important for making campaigns better and showing they're worth it. If there's a standard way of doing things, more companies might actually invest in gaming IAB Launches Gaming Measurement Framework to Standardize and Elevate Advertising in Gaming.

This is a good starting point for understanding the importance of metrics, which is what we'll delve into next.

Enter the IAB Gaming Measurement Framework

Okay, so, the gaming industry? It's not just kids playing anymore. It's a HUGE market and brands are wanting in… but how do we even measure if it's working? That's where the iab comes in, right?

• The Interactive Advertising Bureau (iab) stepped up and launched their Gaming Measurement Framework. Basically, it's a set of guidelines to bring some much needed clarity. its been a long time coming, honestly.
• It's all about giving marketers a way to actually understand if their ad campaigns are doing anything in the gaming world.
• Think of it as a translator, because it give's everyone a consistent language.
• the framework outlines standard ad formats across digital, video, and audio spaces. What metrics should you have, and what metrics are just nice to have?

According to the iab, more than 80% of U.S. internet users identify as gamers IAB Launches Gaming Measurement Framework to Standardize and Elevate Advertising in Gaming. It is a lot of people!

With the framework in place, brands can better align with their partners on campaign expectations. It aims for standardize reporting, too, which is something we all need.

So, what are these key components that make up this framework? let's dive in.

Implementing the Framework: A Practical Guide

Alright, so you're thinking about actually using this iab framework? Good. It's not just some report to gather dust. Let's get into the nitty-gritty.

• make sure vendors are on the same page. Ask them point-blank: "are you aligned with the iab framework?" If they give you a blank stare, that is not a good sign.
• Dig into their measurement capabilities. What metrics can they actually provide? Do they just offer the standard impressions, or can they get into the good stuff, like brand lift?
• Third-party verification is key. It is like getting a second opinion from a Dr; you wanna make sure the data is legit.

Think about the gaming experiences. Is it a mobile game ad, or a full-blown in-game sponsorship? iab Launches Gaming Measurement Framework to Standardize and Elevate Advertising in Gaming breaks it down.

• Map ad formats to what you wanna achieve. Want brand awareness? Focus on impressions and reach. Aiming for sales? Conversion metrics are your friend.
• gaming ads aren't islands. Consider how it fits into the rest of your marketing.

Moving on, let's talk about reporting and making sense of all this data.

The Future of Gaming Campaign Measurement

Okay, so what does the future actually hold for gaming campaign measurement? It's not crystal-ball stuff, but things are changing fast.

• Expect ai and machine learning to be doing more of the heavy lifting, optimizing campaigns in real-time. Think smarter bidding, better targeting.
• There's a growing hunger for attention metrics. Not just if an ad was seen, but was anyone actually paying attention? This is big, because it goes beyond basic impressions.
• And the holy grail? Pulling gaming data into the rest of your marketing data. Imagine seeing how a mobile game ad drove someone to your website--it's joined up thinking.
• Measuring long-term impact is where it's at. Did that sponsorship in a Roblox game actually build brand loyalty over months, or just a quick spike?

But its not all sunshine and rainbows, right? Data privacy is a HUGE deal, especially with younger gamers. And ad fraud? Still a pain, gotta keep those numbers clean, y'know? Plus--we need better tools, that are actually accurate.

The Interactive Advertising Bureau is going to keep at it, for sure. Refining that Gaming Measurement Framework, working with companies to build cooler solutions, and keep everyone honest. The iab is also advocating for standards and educating marketers about what the hell they're even measuring.

The goal? Make gaming ads less of a gamble, you know? More like a smart investment.