In-Game Formats
Part of Intrinsic in-game advertising
Checking whether an in-game placement can actually be seen
Inspect an in-game surface from the player's view and ask how size, angle, obstruction and measurement gaps affect visibility.
Check a proposed placement from the player's view. Then ask how visibility on that surface is measured.
A screenshot of an empty scene establishes that a slot exists, but not whether players reach it, face it or see enough of the booked creative during normal play.
Follow the route through play
Request a capture at an intended device size, beginning before the surface enters the frame and continuing until it leaves. If players can choose routes or viewpoints, examine more than one plausible path. Ask whether the capture reflects ordinary play or a staged approach.
Note where the message first becomes recognisable, how the camera angle changes and whether a game object or interface panel blocks it. Identify the part of the creative that matters to the buyer. If a logo occupies only one side of a branded object, visibility of the whole object is a poor substitute for visibility of that area.
Examine the measurement method
Adverty recommends that its placements take up at least 2% of the screen and remain visible for at least one second. Treat these as Adverty's recommendations, not as universal thresholds; ask what criteria the proposed measurement method uses.
Adverty also advises considering the different angles from which players may encounter a placement. Ask which conditions the proposed method can observe on the relevant game and device versions. Does it measure the creative itself or infer visibility from its container? If it uses a container, ask how that approach has been checked and what limits apply, such as curved surfaces, scaling or moving cameras.
Evidence to request / What it helps assess
- Normal-play capture
- Whether the message is recognisable on plausible routes
- Surface and creative dimensions
- Whether the intended message occupies useful screen space
- Measurement method and coverage
- Whether reported viewability applies to this surface and device
- Viewability results and classification method
- How reported impressions were assessed
Visibility assessment evidence to request
- Normal-play capture
- Confirms recognisability on realistic player paths
- Surface and creative dimensions
- Ensures meaningful screen space usage
- Measurement method coverage
- Verifies applicability across devices and game versions
- Viewability classification method
- Explains how impressions were assessed
Keep unknown exposure separate
Request the measurement results and the method used to classify impressions. Ask how cases that cannot be classified are reported, and whether any estimates are distinguished from directly measured results.
If the buy includes a console connected to a television or external monitor, ask how the measurer handles cases where the screen is off or set to another input.
A pre-booking gameplay capture is a placement check, not a completed campaign measurement. Document the accepted surface, likely camera paths and measurement coverage before buying. If the message is too small or briefly visible in normal play, consider another surface or simpler creative.
