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Frameplay launches first attention metric for ingame ads effectiveness

Frameplay has announced the launch of the first-to-market attention metric. It is called Intrinsic Time-in-View and measures the length of time an ad impression is viewable during game play. An impression is only considered viewable if it meets Frameplay’s intrinsic in-game advertising proprietary and viewability requirements.

“The average consumer sees over 4,000 ads in any given day, so it is imperative that advertisers start evaluating channels through the lens of attention metrics, which are more indicative of meaningful exposures,” said Joanne Leong, Vice President, Global Media Partnerships at dentsu. “The results from these studies validate proven attention in Frameplay’s gaming inventory, and we will use this data in planning as we evaluate future intrinsic in-game opportunities.”

The studies leveraged an intrinsic in-game advertising campaign for dentsu’s client McCormick and their Frank’s RedHot brand in Frameplay’s exclusive gaming inventory.
Frameplay partnered with both Lumen and independently, eye square, to analyze and compare Frameplay’s Intrinsic Time-in-View calculation with their respective eye tracking measurement. Both companies using different methodologies and technologies validated with confidence that Frameplay’s Intrinsic Time-in-View measurement is a viable measure of attention.

Headquartered in San Francisco, California with worldwide offices and teams supporting NA, EMEA, LATAM, and APAC. Frameplay enables game developers to easily place impactful advertising intrinsically within video game environments without disrupting the gameplay performance or experience. The result is amplified brand exposure for advertisers, additional revenue for developers, and an enjoyable, uninterrupted experience for gamers.

Image over the headline.- The in-game advertising campaign for dentsu’s client McCormick and their Frank’s RedHot brand measured with Intrinsic Time-in-View. © Frameplay/dentsu/McCaormick

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