IAB and MRC Release Augmented Reality Measurement Guidelines 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. These guidelines are now open for public comment until March 9, 2024.
The IAB AR Measurement Guidelines Task Force, in collaboration with MRC, has outlined guidelines for advertisers and marketers to effectively quantify the delivery of media and assess how well their media achieved their business objectives within AR campaigns.
Zoe Soon, VP of Experience Center at IAB, highlighted the increasing use of AR in media campaigns by brands to engage with consumers in more immersive ways. The AR advertising market is expected to generate $1.2 billion in revenue in the U.S. this year, emphasizing the need for consistency in defining and measuring AR advertising to ensure fairness and transparency for all stakeholders.
The guidelines aim to establish a framework for defining ad delivery, viewability, audience, engagement, and performance within AR campaigns. They encompass both interactive and immersive formats of AR, recognizing the unique aspects of non-physical interactions with products and physical interactions related to browsing.
Ron Pinelli, SVP of Digital Research and Standards at MRC, emphasized the collaborative effort in developing a measurement framework that aligns with digital measurement standards while addressing the distinct characteristics of the AR environment. The public comment period provides an opportunity for feedback from the digital advertising community to shape the future of AR advertising measurement.
Ty Ahmad-Taylor, Vice President of Product Growth at Snap Inc., expressed excitement about partnering with IAB and MRC to enhance AR campaign measurement. The AR Measurement Guidelines Task Force is at the forefront of defining the future of AR advertising, with the aim of maximizing outcomes for partners.
Interested parties can review the proposed IAB/MRC Augmented Reality Guidelines and submit questions and comments to [email protected]
About IAB:
The Interactive Advertising Bureau is a trade group that empowers the media and marketing industries to thrive in the digital economy. It conducts critical research on interactive advertising, develops technical standards, and advocates for the value of the interactive advertising industry.
About MRC:
The Media Rating Council is a non-profit industry association established in 1963 to ensure valid, reliable, and effective measurement services for television, radio, print, and digital media companies. It accredits measurement services that comply with its standards and actively pursues research to improve the quality of research in the marketplace.
Source: Interactive Advertising Bureau (IAB)
