Material was developed by the entity’s XR, Metaverse and Games Committee
IAB Brazil announced the launch of the guide ‘Metaversion for digital advertising: a look beyond the hype’, which aims to help advertisers navigate this environment more effectively and strategically. Developed throughout 2023 by the IAB’s XR, Metaversion and Games committee, the guide offers a view of the current metaversion scenario, its impact, challenges and opportunities of this technology in digital advertising.
In the era of digital transformation, the metaversion emerges as a field of possibilities for brands and advertisers, reaching US$61 billion in 2022 and US$82 billion in 2023, according to Statista estimates. In this context, the material developed by IAB Brazil explores this dynamic ecosystem, full of unknown potentials and innovations that are gradually shaping the way users connect with brands and each other.
The material explains the origin of the metaversion concept, its trajectory within the digital universe, the timeline of the construction of this technology and challenges in the development of a new era on the internet. Furthermore, the guide highlights metaversion initiatives in the advertising market, how it is already being explored and success stories, including brand activations in games, such as Fortnite and Roblox.
(Credit: Photo by UK Black Tech on Unsplash)
