New guidelines aim to define measurement metrics for AR campaigns

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.