A New Framework for Simplifying Game Advertising

Here's the revised content, with the issues addressed and a more casual, human-like tone:

The Current State of Game Advertising: A Complex Landscape

Alright, let's dive into why game advertising feels like navigating a minefield these days, shall we? It's kinda wild, actually. Game advertising is like that one room in your house that always ends up a cluttered mess, no matter how many times you tidy it up.

• Gaming's got a massive audience: we're talkin' over 3.4 billion players worldwide. That's, like, half the planet glued to screens. And they're not just passively watchin'—they're engaged. Makes sense right? You're actively playing, strategizing, or just vibing with your friends online.

• But here's the head-scratcher: even with all that juicy engagement, gaming snags less than 5% of the world's media spend. (Video Game Industry Draws Less Than 5% of Ad, Marketing Spend) It's like throwin' a pizza party and only buyin' one slice—who's gonna be happy with that?

• And marketers? well, they're scratching their heads trying to figure out all the different ad formats and how to measure 'em. See, you got your in-game ads, your rewarded ads, esports partnerships... It's a whole new language, and not everyone speaks fluent Gamer.

The industry's been tryna jam square pegs into round holes, using old-school advertising metrics on gaming. It's like trying to measure the spice level of a dish with a ruler—just doesn't work!

We need a whole new playbook, one that gets that gaming isn't just another digital channel. It's its own beast, with its own rules.

As Zoe Soon, vice president of experience at iab puts it, "A lot of the time, the industry is trying to retrofit new advertising channels into old measurement frameworks." This is precisely why, when it comes to gaming's deeply immersive nature, traditional impression-based metrics just don't cut it.

Think about it: a billboard ad seen for a few seconds versus a player spending hours immersed in a game world. The attention levels are worlds apart. It's like comparing a quick coffee break to a full-blown meditation retreat.

This calls for a new way of thinking, right? Next up, we’ll get into just how these old frameworks are failing us and what a better approach could look like.

Introducing the IAB Gaming Measurement Framework: A Step Towards Clarity

Okay, so you're probably wondering, "What's the iab Gaming Measurement Framework, and why should I care?" Well, if you're even thinking about putting ads in games, this is kinda important. It's basically a first stab at getting everyone on the same page.

The iab, or Interactive Advertising Bureau, is trying to wrangle the wild west of game advertising. It's a bit like trying to herd cats, but their framework has some solid goals:

• Boost transparency and trust: The aim is to make the whole game advertising scene more legit, so brands aren't just throwin' money into a black hole.
• Give brands a clue: It's supposed to help marketers figure out what they should even ask for when they buy ads and, more importantly, what to measure.
• Set some freakin' benchmarks: Without benchmarks, how do you know if your gaming campaign is killin' it or just...dying?
• Show that gaming's different: This isn't your grandma's digital advertising. Gaming has its own quirks and needs to be treated differently.

Core Components of the IAB Gaming Measurement Framework

While the iab framework is still evolving, it's proposing a shift towards metrics that better reflect the gaming experience. It aims to categorize and measure ad effectiveness across several key areas:

• Engagement Metrics: Moving beyond simple views, this includes metrics like time spent with an ad, interaction rates (e.g., clicking on an in-game item), and completion rates for rewarded video ads. The goal is to capture the quality of attention.
• Contextual Relevance: This focuses on how well an ad fits within the game's environment and narrative. Metrics here might involve player sentiment analysis around ad placements or how well the ad aligns with the game's genre and player base.
• Brand Impact: This looks at how advertising affects brand perception and recall. It could include measures like brand lift studies conducted within the game environment, or tracking player discussions and sentiment about brands post-exposure.
• User-Generated Content (UGC) & Social Amplification: While still an area of development, the framework acknowledges the importance of how ads or branded content are shared and discussed by players. This could involve tracking social shares, mentions, and the sentiment of these conversations.

Imagine a healthcare company wants to reach younger folks, right? Instead of just slapping banner ads in some mobile game, they could use the framework. They can look into in-game ads that promote like, daily exercise challenges with rewards, or find a Twitch streamer who is into fitness and sponsor them. It's more authentic and trackable, right?

Or maybe a retailer wants to boost brand awareness. In an open-world game, they can create a virtual store where players can earn exclusive discounts, but the framework helps them measure actual foot traffic after the campaign.

So, yeah, the iab is trying. They're trying to make game advertising less of a guessing game and more of a science. Next, we'll break down the different types of ads that the framework is trying to classify and measure.

Beyond Impressions: Measuring What Truly Matters

Okay, so impressions are like, the go-to metric, right? But when you're talking about gaming, it's like trying to measure a symphony by how many notes there are. It just doesn't quite capture the full picture.

Traditional metrics, like impressions, are really based on interruption and passive consumption. Gamers, though? well, they're immersed. It's a whole different ballgame. Think of it this way: you wouldn't judge a book by how quickly you flipped through the pages, would you?

As Zoe Soon, vice president of experience at iab, put it, "A lot of the time, the industry is trying to retrofit new advertising channels into old measurement frameworks." This is precisely why, when it comes to gaming's deeply immersive nature, traditional impression-based metrics just don't cut it.

Gaming is more like attention at scale--hours of deep engagement. The iab framework aims to capture this "attention at scale" by proposing metrics that go beyond simple visibility, focusing instead on how players interact with and are affected by advertising within the game. Reducing that to a single impression just feels...wrong. We need metrics that actually show the depth and quality of that engagement, not just a fleeting glimpse. I mean imagine spending hours building something in Minecraft, and all anyone cares about is if ya saw a banner ad pop up.

Brands that actually get gamers know it's all about being authentic. It's about building something fun and engaging first, and then slipping in the branding later. Think fan-centric content that doesn't feel forced.

Intrusive ads? Well, they can backfire big time. Gamers are a discerning bunch and they can smell inauthenticity a mile away. It's like showing up to a metal concert in a suit--you're just gonna feel out of place, and so are the ads.

And get this: Roblox users are apparently more likely to remember an advertiser if the ad feels authentic and engaging. That's huge! It means focusing on creativity and connection actually pays off.

For example, instead of a blatant ad, a financial services company could sponsor a virtual investment challenge inside a popular game, rewarding players with in-game currency or exclusive items. Now, that's engaging!

So, yeah, it's time to ditch the old ways of measuring and embrace metrics that actually reflect the unique world of gaming. Next up, we'll take a look at what authenticity really means and how to connect with gamers on their terms.

Unlocking the 'Hidden 90%': Influence Beyond Gameplay

Okay, so you're probably wondering how to make sense of all this game advertising stuff, right? It's not as simple as slapping a banner ad on the screen and hoping for the best, that's for sure.

Here's the thing, the real magic happens outside the game itself. Think about it, gamers are constantly sharing clips, memes, and strats in group chats and online communities.

• The creator economy is alive and well in gaming: Everyday gamers create content, which amplifies the reach way beyond the initial impression. I mean, how many times have you seen a hilarious game clip go viral? That's organic reach you just can't buy – and it isn't measured by traditional metrics. The iab framework, while still developing, recognizes this "hidden 90%" by acknowledging the need to measure social amplification and player-driven content. It's an area where the framework is looking to incorporate metrics that track shares, mentions, and the overall sentiment of these conversations, even if it's not as straightforward as counting impressions.

• Think of it like word-of-mouth, but on steroids: Remember passing notes during class? Now imagine those notes are HD videos shared with hundreds of people instantly. That's the power of peer-to-peer networks in gaming.

It's not just about how many people see the ad, but how many people see content related to the ad. I mean, it's like the difference between seeing a billboard and having your friend tell you about it – which one are you more likely to remember?

While the iab's framework has its merits, its reliance on impression based metrics may fall short of capturing the full value of user-generated content.

Traditional advertising often looks at pass-along rates, like with print media, but gaming takes that to a whole new level. That's a magnitude of amplification these archaic metrics don’t account for.

Brands need to figure how to track those shares, mentions, and discussions. It's messy, but its where the real influence lives.

So, what's the takeaway? Don't just focus on in-game ads – think about how to get gamers talking, sharing, and creating content around your brand. Cause honestly that's where you'll find the "hidden 90%" of influence.