Advertisers who are actively testing metaverse marketing had some tough truths for the nascent media channel at the IAB’s Audience Connect event in New York City this week.
For the most part, metaverse early adopters say they’re just exploring the possibilities rather than trying to really demonstrate ROI.
And while hugely popular online games like Roblox and Fortnite are lumped in with metaverse platforms, they’re really Web 2.0 gaming without the decentralized interoperability promised by Web 3.0 and blockchain technology. The few actual metaverse environments in market, such as Decentraland and The Sandbox, don’t offer the audience reach advertisers crave.
