than half of marketers use the metaverse, or are considering it //
56 percent of media buyers from brands and agencies invest in marketing and metaverse advertising, or are considering it. The IAB reported in its recent 2023 outlook survey.
This fall, 20% of respondents answered that they are currently investing in metaverse experiences. Another 36% responded that they were considering it.
According to 223 marketers, the metaverse is “virtual, online-based experiences that bridge offline worlds,” where customers can interact with each other, shop, buy, and interact.
Metaverse goals. Respondents said that they wanted to increase brand awareness and perception and reach customers wherever they are.
Here are the top five reasons marketers make this investment.
- Build brand awareness/recognition (52%).
- Engaging existing customers in a new way (48%).
- Enhance brand perception (46%).
- Reach new audiences (42%).
- This channel provides an additional channel for ecommerce (34%).
- It is a great fit for our audience (28%).
- It’s a great fit for our brand (27%).
- Customer loyalty (21%).
Too nascent. 44% of respondents didn’t invest in the metaverse yet, primarily due to the fact that these spaces are still too new or not the right fit.
These are the top five reasons marketers aren’t investing in meta-analysis at the moment:
- Metaverse advertising is still very young (41%).
- It is not the right fit for our audience (37%).
- It is not a good fit with our brand (35%).
- We don’t have enough money (35%).
- A metaverse advertising strategy has not been developed yet (34%).
- Uncertain ability to deliver ROI/business goals (32%).
- 20%).
Why do we care? Last spring , a third of marketers planned a metaverse activation within the next year. This seems to be consistent with what this IAB report shows.
Marketers who include the metaverse on their websites are sticking to their plans. If they are still unsure, there might be a few agencies which have launched dedicated metaverse services this past year and self-service capabilities for NFTs .
What percentage of “no, nevers”, will become “maybes?” As the space evolves, and brands that are leading the charge show how successful they can be, we will see.
Explore deeper: Adidas creates metaverse experiences and partnerships
MarTech! Daily. Free. Your inbox.
More than half of marketers use the metaverse, or consider it appeared originally on MarTech.