The rise of the metaverse has brought with it new and exciting avenues for advertising, and this concept takes center stage in the fifth episode of the “Is This The Metaverse?” podcast. Hosted by Alexander Lee and Sara Patterson, this episode delves into the inevitability of advertising within the metaverse and features insights from key figures in the advertising and tech industries who are driving the effort to transform users’ virtual engagement into tangible revenue.
Companies like Meta and Roblox have invested significant resources in crafting immersive virtual worlds, and as these endeavors progress, they face the crucial challenge of generating returns on these investments. As with any emerging media channel, advertising emerges as one of the most promising avenues to achieve this goal.
The metaverse’s relationship with advertising has evolved from its origins in video games. Games like FIFA and NBA 2K have seamlessly integrated brands into their in-game environments, creating an advertising experience that often goes unnoticed by players. More recently, platforms such as Horizon and Roblox have taken virtual advertising to the next level, constructing custom-branded digital stores and implementing programmatic ads within metaverse environments.
“In Is This The Metaverse?” podcast, Alexander Lee and Sara Patterson explore the metaverse’s potential as a new virtual realm, while highlighting the intense competition among brands to establish a presence within it.
The podcast series “Is This The Metaverse?” spans six episodes, offering a comprehensive look at how companies are transitioning physical experiences into virtual entertainment across various domains, including fitness, concerts, fashion, advertising, and co-working. The series also delves into the motivations that drive individuals to spend time within the metaverse and how these motivations align or clash with the platforms’ financial objectives.
Hosted by Alexander Lee, senior gaming and esports reporter at Digiday, and Sara Patterson, audio producer at Digiday, the podcast features guest host Zofia Zwieglinska, an international fashion reporter for Glossy, who explores the world of virtual fashion in one of the episodes. The series provides valuable insights into the evolving landscape of the metaverse and its impact on industries and individuals alike.
