Proposed Guidelines for Augmented Reality Advertising Metrics Unveiled by IAB and MRC
The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) have announced a new set of guidelines aimed at providing advertisers with clearer and more consistent metrics for their augmented reality (AR) campaigns. The guidelines, currently open for public comment until March 9, outline definitions for AR ad delivery, viewability, audience, engagement, and performance.
With the rise of AR technology on platforms like Snapchat and the introduction of new devices such as Apple Vision Pro and Meta’s Ray-Ban Stories glasses and Quest 3 VR headset, the potential for AR in advertising is growing rapidly. The AR advertising market is projected to reach $1.2 billion in revenue in the U.S. by 2024.
The guidelines cover a range of AR formats including ads, virtual try-ons, interactive 3D objects, and more, aiming to provide a common language for marketers, agencies, and platforms to measure the success of their AR campaigns. The guidelines do not cover fully immersive virtual reality experiences or non-digital ad activities.
Zoe Soon, vice president of the IAB’s experience center, emphasized the importance of establishing consistency in how AR advertising is defined and measured to ensure fairness and transparency for all parties involved. Recent examples of successful AR campaigns include activations around the Super Bowl from various brands.
Overall, the new guidelines are a step towards standardizing the measurement and evaluation of AR advertising, paving the way for more effective and impactful campaigns in the future.
