MARKETING MEASUREMENT

New guidelines aim to define measurement metrics for AR campaigns

By our African Marketing Confederation News Team | 2024

Two Industry bodies team up to establish clear and consistent definitions and measurement guidelines for ads in Augmented Reality campaigns.

The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) in the United States recently released their collaborative Augmented Reality Measurement Guidelines. 

Photo by Fauxels from Pexels

Their aim is to establish clear and consistent definitions and measurement guidelines for ads within Augmented Reality campaigns. The guidelines are open for public comment until 9 March. 

 

According to a statement released by both organisations, the marketing measurement guidelines will enable advertisers and marketers to quantify how much media is delivered, and gauge how well their media achieved their business objectives within AR media campaigns. 

 

“Brands are increasingly utilising AR in their media campaigns to connect with consumers in more meaningful and immersive ways,” says Zoe Soon of the IAB.  

 

“The Augmented Reality advertising market is projected to generate US$1.2-billion in revenue in the US this year. Thus, as an industry, we need to establish a greater consistency on how we define and measure AR advertising to foster fairness and transparency for buyers and sellers.” 

 

These guidelines will set a framework  

 

To effectively capture the impact of AR campaigns, these guidelines set a framework to establish clear and consistent definitions for ad delivery, viewability, audience, engagement, and performance.  

 

The marketing measurement guidelines are inclusive of AR’s interactive and immersive formats, as AR can accrue non-physical interactions with products as well as the physical interactions related to browsing in the context of attribution. 

 

“The efforts to draft these guidelines involved developing a deep understanding of the AR measurement landscape through collaboration with the IAB AR Measurement Guidelines Task Force,” adds Ron Pinelli of the Media Rating Council. 

 

“We created a measurement framework for ad delivery, audience, engagement, and outcomes that provides consistency with other digital measurement while reflecting unique aspects of the AR environment.”  

 

“This public comment period is an opportunity for all members of the digital advertising community – brands, publishers, agencies, and ad tech companies – to join the conversation and share their feedback regarding AR advertising measurement and work together to address the present and future of AR advertising experiences.” 

 

Comments the industry publication, Marketing Dive: “It’s probably time for some industry guidelines that marketers, agencies and platforms can agree upon to have a common language around metrics, ROI and general campaign goals for their AR activations.” 

 

The proposed IAB/MRC Augmented Reality (AR) Guidelines can be reviewed here. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.