Frameplay, the company enabling intrinsic in-game advertising, has announced the first-to-market attention metric called Intrinsic Time-In-View. The new metric is built upon the company’s proprietary, industry-leading viewability capability and has been double-validated by studies from Lumen and eye square, and is also recognized by dentsu International’s award-winning Attention Economy team as a pioneering solution for measuring attention in the gaming space.
Jonathon Troughton, CEO of Frameplay said:
Our proprietary intrinsic in-game viewability technology has been at the forefront of our product offering since our company’s inception. We are proud to share that we have further validated the efficacy of our advertising solution, with results from our two eye tracking studies showing a strong correlation between our intrinsic in-game viewability algorithm and intrinsic time-in-view viewability duration metric as substantial indicators of attention.
Intrinsic Time-in-View measures the length of time an ad impression is viewable during gameplay. An impression is only considered viewable when it meets Frameplay’s intrinsic in-game viewability requirements. 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.
Joanne Leong, Vice President, Global Media Partnerships at dentsu details:
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. 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.
For proving this, 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 used their own unique methodologies and technologies and validated with confidence that Frameplay’s Intrinsic Time-in-View measurement is a viable measure of attention. Both companies gave the following results:
Lumen:
- Lumen’s average viewable time metric was consistent with Frameplay’s Intrinsic Time-in-View metric for calculating viewable time
- The advertisement analyzed successfully captured 1.4x more attention of the gamers vs the norm, performing significantly higher than Lumen’s comparative norm of mobile display
- Overall attention produced by Frameplay’s Intrinsic In-Game campaign analyzed by Lumen outweighed the mobile display norm
- Lumen’s results indicated that Frameplay’s Intrinsic In-Game Advertising performed similarly to social in-feed video norms and outperformed every other social, web, and mobile formats, including social in-feed image.
eye square:
- Critically testing Intrinsic Time-in-View turned out to be very close to the true real-life value provided by eye square’s eye tracking measurement
- Intrinsic banner ads in mobile games are highly appreciated, while in contrast, interrupting video ads are not liked at all
- Real world inspired branding and sponsorships will improve gameplay experience and subjective life-world authenticity
- eye square sees great potential in Frameplay’s innovative ad framework technology to satisfy the changing commercial and cultural needs of advertisers, companies and gamers
You can check out additional details on the official Frameplay website.
