The IAB introduced a Gaming Measurement Framework to streamline the measurement of advertising effectiveness within the gaming sector. With over 80% of U.S. internet users identifying as gamers, established standards for success across diverse gaming ad formats were necessary. This framework provides clarity on metrics for display, video, audio, and custom formats. It distinguishes between essential and additional metrics, aids brand partnerships, aligns gaming performance with larger media goals, and builds trust among stakeholders, ultimately promoting better ROI for gaming advertisements.
The framework's launch is a major step forward both for the gaming industry and decision makers in marketing. These shared standards unlock the full power of gaming as a marketing channel.
The IAB's new framework offers a common language for brands, agencies, publishers and ad tech providers to measure success across various gaming ad formats.
Collection
[
|
...
]