Metaverse 'brandtech' will redefine online advertising

Significance

The music industry and fashion retailers are pioneers in using the metaverse to promote their brands and products and generate revenue from the burgeoning marketplace for virtual goods or ‘v-commerce’.

Impacts

• The digital natives of Generation Z and younger millennials show most interest in the metaverse.
• Commercial pathfinders in the metaverse will be brands that want to affirm a reputation for early-mover digital media innovation.
• As far more young men than women play video games, the metaverse is heavily skewed towards young males, slowing broader acceptance.
• Evidence from e-sports suggests influencer marketing will be important in drawing female and older consumers into virtual environments.