Inside Marketing and Advertising in the Metaverse

• The metaverse is getting a big boost from Facebook, Microsoft, and other tech giants.
• Marketers are scrambling to play in these virtual spaces.
• Here’s a breakdown of Insider’s coverage of how marketing is shaping the metaverse and the key people to know.

The “metaverse” recently got a big boost from Facebook, now known as Meta, which is pouring $10 billion into its ambitions there. Other big tech companies including Apple, Google, and Microsoft are working on their versions of the concept.

The vague term refers to a variety of shared spaces and assets that people can access via the internet, sometimes using virtual reality and augmented reality devices, and interact with each other and buy virtual goods.

But Facebook itself says the payoff won’t be immediate, and top executives have widely differing expectations of what the metaverse means to them.

Here’s a breakdown of Insider’s coverage of how marketing is shaping the metaverse and the key people to know.

Read more: Meta just made its first big metaverse pitch to advertisers. Here’s what people in attendance said about it.

Facebook: Metaverse investment to reduce profits by “approximately $10 billion” this year

Here’s what 14 top executives are saying about the ‘metaverse’

CEO interest in the metaverse is surging, but some are wary: Data

Metaverse gaming, VR, crypto, NFTs

As hype builds around the idea, advertisers and their agencies are racing to benefit from the metaverse, whether that means people exploring virtual worlds, engaging in gaming, or buying NFTs using crypto.

Brands have launched several initiatives in 2021 to stake their claim in the metaverse, minting NFTs — non-fungible tokens — exploring smart contracts, and building metaverse and Web3 experiences. 

But with new opportunities also come new challenges, such as high unpredictability, the lack of standardization, and the risk of being inauthentic.

Brands may have to rethink their approach to digital marketing if they are to succeed in the newest version of the web. They’re getting bombarded with proposals and need to figure out which tech and ad partners to work with, which consumers to prioritize.

Read more: A top Roblox creator who advised Stella McCartney and Forever 21 shares how brands can profit in the metaverse and pitfalls to avoid

Intellectual property could ‘effectively disappear’ in the metaverse, according to a top trademark lawyer. Experts detail what brands can do to protect their IP in Web3 environments.

Advertising execs say they’re joining these 5 online communities to get up to speed on the metaverse. Some groups are free, while one Telegram channel effectively costs more than $60,000 to join.