Augmented Reality Measurement Guidelines Released for Public Comment
The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) have joined forces to release Augmented Reality (AR) Measurement Guidelines aimed at providing clear and consistent definitions and measurement guidelines for ads within AR campaigns. The guidelines are now open for public comment until March 9, 2024.
With the AR advertising market projected to reach $1.2 billion in revenue in the U.S. this year, it is crucial for the industry to establish a standardized approach to defining and measuring AR advertising. These guidelines aim to help advertisers and marketers quantify the impact of their AR campaigns by setting a framework for ad delivery, viewability, audience, engagement, and performance.
According to Zoe Soon, VP of Experience Center at IAB, brands are increasingly turning to AR to create more immersive and meaningful connections with consumers. The guidelines seek to foster fairness and transparency for both buyers and sellers in the AR advertising space.
Ron Pinelli, SVP of Digital Research and Standards at MRC, emphasized the importance of collaboration in developing these guidelines, which aim to provide consistency with other digital measurement practices while reflecting the unique aspects of the AR environment. The public comment period presents an opportunity for all stakeholders in the digital advertising community to share their feedback and help shape the future of AR advertising measurement.
Leading companies like Snap Inc. are already recognizing the value of AR in engaging consumers and are eager to leverage these guidelines to maximize their AR outcomes. The AR Measurement Guidelines Task Force is at the forefront of defining the future of AR advertising, and industry players are encouraged to participate in the public comment process.
To review the proposed IAB/MRC Augmented Reality Guidelines and submit questions or comments, visit the provided link. For more information about IAB and MRC, including contact details, refer to the press release above.
