IAB Creates A Level Playing Field for AR & VR Advertising
The Interactive Advertising Bureau has recently partnered with augmented and virtual reality advertising firms to create the Augmented & Virtual Reality Glossary. Trivver’s CEO Joel was honored to be able to assist in the creation of this document as it helps further the education and adoption of advertising in Extended Reality (XR).
The goal of this glossary is to create a common language for publishers, agencies and advertisers to ensure industry-wide consistency as AR and VR are more widely adopted. The glossary identifies proper terminology for experiences, different types of AR / VR, equipment needed, and acknowledges techniques on how to create the AR / VR experience. Metrics and measurement are also given, which are vital in showing brands how consumers spend time and interact with augment and virtual reality advertisements.
Team Trivver is super excited about this glossary, as we are excited about anything that pushes AR / VR to be more mainstream! But of course we have some favorites — like the definition of Virtual Reality advertisement which states “ads within VR must occur within either a designated ad space… or as an object (such as a branded bag of potato chips on the table).” Trivver’s patented technology allows 3D ads to be featured in XR environments in a natural, non-disruptive format, and this glossary supports us!
Measurement and metrics are vital to AR / VR as they provide data which proves to brands that investing in this space is the next step. Terms like heat map, head and eye tracking, viewability, gaze-through and more are important for both brands and VR representatives to be knowledgeable about as they provide valuable data. This data can be used to understand, refine and improve the AR / VR ad experience.
To foster the growth of augmented and virtual reality advertising, knowledge and best practices should be cultivated and shared. Future versions of this glossary should document new technology, updated best practices, and modernized metric standards. Overall, this will provide the market a tool to ensure consistency and understanding within the augmented and virtual reality advertising space.
Education is needed to allow any widespread change to take place, and the IAB has taken a step in the right direction by providing this Augmented and Virtual Reality Glossary. Many thanks to the Interactive Advertising Bureau for including Trivver CEO Joel LaMontagne in the making of this document!
Be sure to read through the glossary and share your thoughts with us on Twitter and Telegram
